Roll-Royce customers will soon be able to design their own cars | Ralph Lauren

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Rolls-Royce buyers will soon be able to take even more control over their new car, with the super luxury brand reviving its bespoke coachbuilding department.

Customers have long been able to request special-one-off features for their vehicles, but now this will also extend to choosing unique body styles.

The company had a long history of using coachbuilding — where a car’s bodywork is created individually and sits upon a pre-assembled chassis — with the Phantom VI being built in small numbers on a separate chassis until 1993, with coachwork supplied by subsidiary H. J. Mulliner, Park Ward Ltd.

Roll-Royce Sweptail.
Camera IconRoll-Royce Sweptail. Credit: Supplied

It dipped its toe back into bespoke bodywork with the one-off Sweptail in 2017, which aimed to recreate the marque’s cars from the 1920s and 1930s.

However Rolls says it is now able to offer coachbuilding once again thanks to its new aluminium spaceframe “Architecture of Luxury” chassis being versatile enough to handle different body designs.

It says moving away from monocoque body construction to something closer to a traditional rolling chassis, customers can design almost any body shape they can imagine, “constrained only by fundamental design and engineering requirements”.

Rolls-Royce chief executive Torsten Muller-Otvos said the ability to personalise almost every aspect of a car is one of the main reasons customers choose the brand.

Roll-Royce Sweptail.
Camera IconRoll-Royce Sweptail. Credit: Supplied

“But we know some wish to go further still,” he said, adding the Sweptail highlighted what hebrand was capable of.

“This was, by definition, an entirely unique commission; but in our minds, it was the start of a journey,” he said.

“We have formally re-established our Coachbuild department for those patrons who wish to go beyond the existing restraints, and explore the almost limitless possibilities this opens up for them.

“We are able to offer our customers the opportunity to create a motor car in which every single element is hand-built to their precise individual requirements, as befits our status as a true luxury house.”



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