This April, Rolls-Royce unveiled a new model meant to look down at even the highest of high-end cars. Its battery-powered roadster, known as Project Nightingale, is imposing and intentionally impractical. Though it is as long as a Cadillac Escalade, it sports only two seats. Limited to 100 units globally, this handmade vehicle starts around $3.5 million. And that’s before expensive customization options, which are myriad and de rigueur, and could add 50 percent to the price.
“We wanted to respond to the growing demand that we see from our clients to create coach-built cars,” said Chris Brownridge, chief executive of the 122-year-old ultraluxury brand, which the BMW Group has owned since 1998. The demand is real. According to the brand, all 100 Project Nightingale allocations were reserved before the project was even announced publicly.
To serve, and catalyze, these desires, Rolls-Royce has opened “Private Office” locations in key markets: New York, Shanghai, Dubai, Seoul, and at its headquarters in Goodwood, England. Here, top clients work directly with advisers who prompt their idiosyncratic fantasies with the latest materials and capabilities.
Source: New York Times Business · Summarized by HeadlinesBriefing