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In the world of the super-wealthy, hyper-personalisation ensures ultimate exclusivity, promising a completely unique driving experience that sometimes even money cannot buy. This is the strategy that Rolls-Royce is banking on when it comes to its luxury EV segment, pledging to produce just 100 highly bespoke vehicles for a small number of super-rich customers.
These custom-built, two-seater vehicles will be developed alongside clients in a four-year-long process that began back in 2024.
Offered on an invite-only basis, Rolls-Royce will allow its super-rich clientele the chance to personalise their EV both inside and out, from colour scheme to display, lights to custom interiors. The brand has been clear that these designs are not to be repeated across multiple vehicles.
Chris Brownridge, chief executive of Rolls-Royce Motor Cars, spoke on the importance of complete exclusivity. He said:
“We wanted to create something which was hedonistic, extraordinary, extravagant and, of course, extremely rare.”
This ultra-luxury approach to EVs comes at a time when many luxury EV makers are walking back their electric strategies.
Supercar manufacturer Lamborghini announced last month that it was pulling the plug on its luxury EV, the Lanzador, citing waning market interest as a reason for the decision. The vehicle, meant to be released in 2028, is among a cohort of electric models that have been shelved in 2026, including mass-market EVs such as Ford’s F-150 Lightning, which was discontinued because of low demand.
Jaguar Land Rover is among the luxury car makers hoping savvy design choices will propel its success in the EV segment. JLR has rebranded itself as an all-electric, high-end brand, promoting the divisive Type 00 concept car, dubbed the “pink EV” back in 2024.
Rolls-Royce’s ultra-bespoke project, known as Project Nightingale, will deliver 100 EVs to its exclusive clientele by 2028. Prices are likely to vary between 4.5 million and 25 million, depending on the model.
As many luxury automakers battle with a legacy tightly coupled with petrol, Rolls-Royce is hoping extreme exclusivity can drive sales in the tricky electric segment.
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