Bloomberg Talks Rolls-Royce CEO Chris Brownridge Talks Hyper-Luxury Cars
Apr 14, 2026
Chris Brownridge, CEO of Rolls-Royce Motor Cars, leads the brand’s move into ultra-luxury coach-built commissions. He discusses Project Nightingale, a hand-built two-seater electric convertible limited to 100 cars. Conversation covers rarity and pricing positioning, who buys these commissions, global allocations with a strong U.S. presence, and Goodwood’s expansion to support bespoke craftsmanship.
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Rolls-Royce Embraces ExperienceLed Luxury
- Rolls-Royce is pivoting to experiences and extreme customization as core luxury value.
- CoachBuild Collection makes ultra-rare, client-driven cars permanent part of the offer, emphasizing scarcity over volume at Goodwood.
Clients CoDesigned Project Nightingale Over Two Years
- Clients were part of Project Nightingale from two years ago and remained in the inner circle throughout development.
- About a third of the 100 coach-built cars are allocated to the United States, and clients join testing and delivery.
Surging Global Demand For Complex Commissions
- Demand for complex private commissions has surged globally, driven by clients wanting personally resonant objects and experiences.
- Rolls-Royce's private office expansion (e.g., New York) shows increased commission requests across regions.