Rolls-Royce Motor Cars

Boat Tail

The pinnacle of bespoke.



Coachbuild by Rolls-Royce redefines contemporary patronage with Boat Tail: an entirely bespoke creation hand-built in intimate collaboration with its owners.

As the most exclusive division of Bespoke, Coachbuild is the automotive equivalent of haute couture. The invitation-only service offers individuals of extraordinary achievement, culture, and vision to craft an entirely original motor car and stake claim in the marque’s history.

Coachbuilding is a cornerstone of Rolls-Royce heritage. Though other automotive brands offer coachbuilding, Rolls-Royce remains an exception: it is the only purveyor that designs and engineers its coach-built motor cars in close collaboration with owners. Every detail is personalised perfection — and a direct reflection of the owner’s identity.


Boat Tail is our most ambitious project yet. Coachbuild, in collaboration with its clients, has ignored all preconceived notions of possibility and set a new standard. This is bespoke at its purest.

Torsten Müller-Ötvös CEO, Rolls-Royce Motor Cars


Document the singular relationship formed between Rolls-Royce artisans and Boat Tail’s owners — a four-year long partnership culminating in a motor car like never before.

To honour Coachbuild’s uniquely personal approach, a cinematic film is developed and produced. The film is multi-purpose, serving as a storytelling vehicle, an introduction to the designers involved, and a reveal of Boat Tail itself.

Enhanced with original music and shot in anamorphic, the film delves into Boat Tail’s inspiration and features, revealing how each was informed by the personality and passions of its owners.

To build out the story further, multiple editorial website pages are developed, creating an onward journey for those interested in learning about the making of Boat Tail, Coachbuild, and Goodwood, the home of Rolls-Royce.

The pages are amplified with interactive scrolling modules, providing a sense of control similarly experienced by Coachbuild’s clientele. In addition, an audio tour voiced by Rolls-Royce designers is also built into Boat Tail’s product page, offering behind-the-scenes insights.

A three-week social media campaign expands on these narratives and directs back to the website, where additional content is offererd to continue exploring Boat Tail in depth.


Rolls-Royce names Coachbuild as a permanent fixture in its portfolio, establishing Boat Tail as the new icon of modern coachbuilding.

Boat Tail elevates the automotive world’s understanding of bespoke commissions. Through its unprecedented collaboration with Boat Tail’s owners, Rolls-Royce demonstrates the limitless nature of Coachbuild and sets a new standard for personalisation.