It is known that the biggest profits are made with exclusive luxury models. But what is still unique in an era of Mercedes-Maybach S-Class, Rolls-Royce Phantom or Ferrari 812 Superfast? The new Rolls-Royce Boat Tail is a possible answer to that question.
At the beginning of the 20th century, the production of bespoke bodywork (coachbuilding) was the norm, with brands “supplying” chassis and mechanics and then companies specializing in the production of coachwork created a car “made to measure” to taste (and portfolio ) of customers. Today, and despite the resurgence of one-off models in recent times, this activity is limited to the production of very “special” models, such as limousines, ambulances, vehicles for the security forces and hearses.
In light of all this, Rolls-Royce, one of the most exclusive luxury brands (perhaps the “luxury brand”) in the world, wants to go back to the “old times” and intends to relaunch itself in the art of coachbuilding.
the first signs
The first sign of this “return to the past” came in 2017, when the very exclusive (only one unit) Rolls-Royce Sweptail was unveiled, a reinterpretation of the aerodynamic bodies of yesteryear.
At that time, the mere fact that Rolls-Royce had returned to a bespoke bodywork caused a frenzy among collectors and, unsurprisingly, several customers informed Rolls-Royce that they wanted a “made to measure” model. .
Realizing that a niche had been created for which few were working, Rolls-Royce decided to create a new department dedicated to the production of unique and exclusive bodywork: the Rolls-Royce Coachbuild.
About this new bet, the Executive Director of Rolls-Royce, Torsten Müller-Ötvös, said: “We are proud to be able to present the Rolls-Royce Boat Tail and confirm that the production of specific bodies will be an integral part of our future portfolio.
The British brand executive also recalled that “in the past, coachbuilding was an essential part of the brand's history (…) The Rolls-Royce Coachbuild is a return to the origins of our brand. It is an opportunity for some exclusive customers to participate in the creation of unique products”.
The Rolls-Royce Boat Tail
The Rolls-Royce Boat Tail is not a prototype developed to be sold later. It really is the culmination of four years of collaboration between Rolls-Royce and three of its best customers who have found themselves personally involved in every step of the creative and technical process.
Created like no other Rolls-Royce, the three Boat Tail units all have the same bodywork, numerous individualization details and 1813 pieces were produced specifically for you.
how was conceived
The process of creating the Rolls-Royce Boat Tail began with an initial design proposal. This gave rise to a full-scale clay sculpture and at this stage of the process customers had the opportunity to influence the style of the model. Afterwards, the clay sculpture was digitized in order to create the “shapes” needed to produce the body panels.
The Boat Tail production process brought together the Rolls-Royce craftsmanship tradition and the latest technology. The first unit, equipped with a V12 engine, was ordered by a couple who have already bought several exclusive models of the British brand. These customers also own a 1932 Rolls-Royce Boat Tail that has been restored to “make the new Boat Tail company.
With an exterior where the color blue is a constant, the Rolls-Royce Boat Tail stands out for the small details that make (all) the difference. For example, instead of a traditional trunk, there are two flaps with side opening under which there is a fridge and a compartment for champagne glasses.
As might be expected, Rolls-Royce does not reveal either the price or the identity of the customers. However, there is little doubt that the Rolls-Royce Boat Tail will be the British brand's most expensive model ever. This is due not only to its design and exclusivity but also to the fact that it took four years to be conceived and produced.