Modern automakers focus on producing thousands and hopefully millions of cars within a certain timespan. And one of the key characteristics that contributes to that ability is consistency in the manufacturing and assembly. Every model that comes off the production line should meet strict quality control, and all should be the same. But what about those individuals who want something a little more unique?
Related: Is the Bugatti Veyron back?
The history of coach-building
Before the first cars became available, the public relied on horse-drawn carriages. Because the carriages served different purposes for different individuals, there were companies that specialised in building the undercarriage or chassis, axles, and suspension, and others that built the rest, basically the coach.
The latter were called coach-builders. They would get the undercarriage and then, based on the client's requirements, build the seats, roof, windows, and/or storage areas. Many automakers that arrived later took the same approach. Even in the early days of Ford's production line, one could order a rolling chassis with the drivetrain already installed, then take it to a coachbuilder to build the rest of the vehicle to your needs. This was sometimes a cheaper route to vehicle ownership, too.
But just like horses have transitioned from being the primary, essential, and sometimes harsh means of transport and agricultural labour to being cherished companions used for sport, recreation, therapy, and specialised niche. So did the craft of coach-building.
Coachbuilding VS Modifying VS Specifying
Coachbuilding shouldn't be confused with modifying or special specifications. For example, getting specific seat materials or unique paint-to-sample body colours from programs such as Ferrari's Tailor Made isn't coach-building; instead, it is special specifications. Similarly, Liberty Walk's attachment of flared wheel arches, custom bumpers, and/or splitters isn't coach-building; it's a modification of existing designs.
Ferrari 812 Competizione Tailor Made
Who does coach-building today?
Today, only a handful of automotive companies offer coach-building to their most precious clients. The services are generally reserved for the most influential or those with the largest and most prominent collections of that particular marque. In many cases, you have to receive an invitation from the automaker, not the other way around.
Many of the companies offering the service today have traditionally provided the option to clients since their inception. For example, most early Rolls-Royce motor vehicles were coach-built according to customer specification. Many modern car companies do the same: they use an existing chassis and powertrain and design and build a standalone model on top of that recipe.
But how does modern coach-building work, and what are some examples? Below is a list highlighting some of the most prominent and exclusive coach-building services in the vehicle space:
Aston Martin & Zagato
Aston Martin and Zagato have a long history together, and they have created some very special models, often one-offs or very limited editions. A very unique design that comes to mind is the Aston Martin Vanquish Zagato Shooting Brake.
Bentley Mulliner
Mulliner is the bespoke commission division within Bentley's operations. One can order from special modifications to existing designs or even very special coach builds, such as the Bentley Mulliner Bacalar.
Bugatti Programme Solitaire
Created in 2025, Bugatti's Programme Solitaire focuses solely on coach-built models based on the Chiron chassis and drivetrain. Models such as the Brouillard and Centodieci are good examples of this. However, the most recent commission takes the form of a Chiron with a Veyron-based design, named the Bugatti F.K.P. HOMMAGE.
Ferrari Special Projects
Enthusiasts of the brand will know that Ferrari has a Special Projects division, where very special clients can commission one-off designs. These can be recognised in the name, which usually includes SP, for example, the most recent Ferrari SP8.
Rolls-Royce Coachbuild
As alluded to above, Rolls-Royce still offer coach-built models. Some recent examples include the Sweptail, the Boat Tail and the Droptail series, starting with the La Rose Noire, which was valued at around $30 million, or just over R480 million, at the time, and the priciest new car ever created.
Did you know there is a Rolls-Royce Phantom Drophead Coupe by Pininfarina right here in South Africa?
Conclusion
The craft of coach-building has become highly specialised and is generally associated with the world's top-tier brands. It is a rather expensive option, too, as the automaker has to develop and make one-off parts. As such, this service will be accessible only to the top 0.001%. But at least we get to see some beautiful creations in videos, photos and if you are lucky, in person too.
