ROLLS-ROYCE is BESPOKE

Express yourself through our Bespoke service, which is here to help you create your own unique Rolls-Royce. It’s time to set your own style standard: personalise small elements such as door handles, delicate dashboard details or door sills.
Bringing your vision to life – that’s the job of the Bespoke team.
CREATE THE ORIGINAL
If you want a vehicle completely to your taste, the personalisation team can mix a unique paint colour and name it after you. We’ll provide you with the finest materials, cutting-edge technology, and the unrivalled expertise and skill of our designers and craftsmen, and together we’ll create a Rolls-Royce that’s completely unique – just like you. We use the finest woods, paints, fabrics and master the techniques needed to turn your vision into reality.
Our cars are created by perfectionists and sixty pairs of highly skilled and experienced hands are involved in the production of every Rolls-Royce.
You don’t buy a Rolls-Royce. You commission it, like a work of art or a luxury yacht.



COACHBUILD – THE PINNACLE OF INDIVIDUALISATION
For those who appreciate rarity in its most authentic form, Rolls-Royce presents Coachbuild: an extraordinary design collaboration between select individuals. The result is a truly unique and unparalleled masterpiece. The Coachbuild concept begins with a single line on paper. From there, Rolls-Royce designs a masterpiece without any limitations.
Coachbuild is heritage, craft and inspiration. It is a vision realised without compromise. Rolls-Royce Coachbuild is a signature expression of the Haute Couture style and represents the pinnacle of the Rolls-Royce brand. Created for artistic visionaries who want to venture beyond the range of contemporary Rolls-Royce models, the Coachbuild division enables clients to create powerful and striking expressions of personal taste.
Working closely with leading experts and craftsmen, Rolls-Royce Coachbuild offers discerning customers almost limitless opportunities for creative experimentation.

The Rolls-Royce Coachbuild is the ultimate expression of this incredible brand and an unrivalled concept in the luxury sector. In this department, the world’s most influential individuals work with our designers, engineers and craftsmen to bring brand new ideas to life.
CHRIS BROWNRIDGE GENERAL MANAGER, ROLLS-ROYCE Motors Cars
EXAMPLES OF
Coachbuild
ROLLS-ROYCE ARCADIA DROPTAIL
Droptail named after the realm of ancient Greek mythology famous for its extraordinary natural beauty.


ROLLS-ROYCE AMETYST DROPTAIL
A Coachbuild masterpiece inspired by a rare amethyst – the birthstone of the client’s beloved son who commissioned the car.
ROLLS-ROYCE noire DROPTAIL
The first of four Droptail commissions, this sophisticated expression was inspired by the rarest flower of the family who commissioned the car for production – the Black Baccara rose.

BLACK BADGE –
DARE TO BE DIFFERENT
Black Badge is for those who desire the highest performance and have their own unique vision. The symbol and logo of the Black Badge version is the mathematical symbol of infinity, the figure eight. This symbol was already used in the Rolls-Royce-powered Blue Bird K3 seaplane, with which Sir Malcolm Campbell broke the speed record. The black badge is a symbol of “infinite” configuration possibilities. The most powerful Rolls-Royce cars in existence can be personalised like no other, creating a defiant masterpiece for your collection.



CEILING FULL OF STARS
Turn the roof of your car into an illusion of a night sky full of stars. This special lining material creates a magical atmosphere with hundreds of fibre optic lights. Controls in the front passenger compartment allow you to adjust the brightness of the “stars” to create just the right atmosphere.
Leather ceiling perforated with 800 to 1600 holes, each carefully counted. Fiber optic lights are inserted into these holes. The craftsman then makes sure that the height of the fibers is correct and that they are perfectly seated on the visible leather surface, ready to shine. The result is a perfect sky full of stars right in your car.



ROLLS-ROYCE LEATHER – A TOUCH OF PERFECTION
The finest leather in the world, that’s the leather in Rolls-Royce cars. And no wonder. We work with our trusted farmers and raise our bulls in impeccable conditions with the utmost care for their welfare. The moist and temperate environment of their home keeps their skin healthy and supple, while the lush grass they graze is full of nutrients and immunity-boosting antioxidants.
The process of choosing the best leather is time consuming and very complex. Using chalk marking, our leather experts will identify and remove any scars, insect bites or other imperfections, no matter how minor. However, this initial approval is only the first step. Once the perfect material is selected, it goes through intensive measures that test the overall performance and durability of the leather. One such measure involves placing the leather in a temperature-controlled chamber that is cooled to exactly -10°C and then quickly heated to 100°C. This careful treatment is carried out once every 24 hours for ten days. If the leather can withstand the most extreme conditions, it becomes Rolls-Royce leather.
In addition to the quality of the leather, the colour and sound are important. The process of comparing colours is really complicated. Colours have to be judged from all angles, in all light variations, until they are absolutely perfect. In order to achieve the highest calibre of colour, Rolls-Royce leather undergoes a process in which it is tumbled with pigment to achieve an intense colouration that permeates all levels, not just the top layer. This technique also ensures that the material ages beautifully and evenly over time.
Silence is an essential element of the Rolls-Royce driving experience. With this in mind, the sound of our skin must also be taken into account – ensuring that there is no rattling or creaking. To ensure that our leather works without sound, it is placed in a huge rotating drum for eight to sixteen hours until a truly magnificent texture is achieved. This special treatment ensures that sitting is an undisturbed and peaceful affair, a detail that often surprises our clients.



PHANTOM GALLERY –
TRUE LUXURY IS PERSONAL
The element that runs the length of the dashboard in the Phantom is truly unique. It’s called The Gallery, and it’s designed to house bespoke artwork. An uninterrupted glass cover that protects and showcases the artwork inside your motor vehicle. An unprecedented space in which to curate and commission fine and contemporary art. A gallery that exhibits and reflects the tastes, desires and personalities of our clients.



Goodwood
There is a place where beauty is created. Where wonder grows freely. A corner of southern England where dreams are shaped, tested and assembled by sixty pairs of skilled hands, powered by the DNA of our founders. Welcome to our home, where Rolls-Royce comes to life.
The home of Rolls-Royce at Goodwood is a source of inspiration for artists, patrons and craftsmen.
COMBINATION OF ART AND SCIENCE
It takes sixty engineers, craftsmen, colourists and sculptors to create each Rolls-Royce car. Together, they take up to 800 hours to design, build and produce. A single collaboration under one roof with one goal: to achieve excellence in building your dream.

EACH CREATION IS AN ICON
Up to 800 hours of unparalleled attention to detail, carefully distilled into one sublime form. Each model created by these skilled craftsmen, designers and technicians is a world-renowned icon destined to travel the globe.
On the day BMW Group acquired the Rolls-Royce Motor Cars brand, it announced plans to build a factory in England. From a shortlist of possible sites, Goodwood in West Sussex in the south-east of England seemed a natural choice.
Located in the heart of the South Downs National Park in an Area of Outstanding Natural Beauty, Goodwood is a quintessentially English place. It perfectly matches our brand values and customer expectations. Although it is a brand new location for Rolls-Royce cars, Goodwood has a strong historical link to the brand. Sir Henry Royce, one of the company’s founders, lived in the charming village of West Wittering, less than 10 miles away, from 1917 until his death in 1933.
The project started with a blank sheet of paper and was conceived with one of Sir Henry Royce’s famous quotes in mind, “Strive for excellence in everything you do.” Not only did the facility need to be an extension of the brand, but we also wanted it to have minimal impact on the environment. So we approached renowned British architect Sir Nicholas Grimshaw, whose portfolio includes the Eden Project in Cornwall, the International Terminal at London Waterloo Station and the National Space Centre in Leicester.
The award-winning production plant was four and a half years in the making and opened its doors on 1 January 2003. The main building, designed on a 20 x 20 metre grid with steel columns supporting the roof lights, is positioned two metres below the surrounding ground level to blend into the landscape.
Floor-to-ceiling windows stretch the length of the assembly hall, providing essential natural light for our craftsmen and a front row view of the entire production line for visitors arriving at Goodwood. We like to call it the ‘glass mile’.
However, just like the design of Rolls-Royce cars, there is more to our Goodwood home than meets the eye. The eight-acre curved residential roof – the largest in the UK – is home to hardy stonecrop plants. The green cover improves the building’s insulation, reduces rainwater run-off and acts as an effective camouflage.
After nine years of full operation, we expanded the Assembly Hall in 2012. The addition of a further 2,500 square metres allowed us to expand the Surface Treatment Centre and also our Bespoke service, which has more than doubled in size since 2003.
SPIRIT OF ECSTASY – UNIQUE IDENTITY
The world’s most desirable iconic emblem and a distinctive element of Rolls-Royce’s unique brand identity adorning the bonnet of every car built at Goodwood. This is the Spirit of Ectstasy. The sculpture, which is based on the design for the bronze sculpture The Whisperer, was created by sculptor and illustrator Charles Sykes for his employer, motoring pioneer and Rolls-Royce car lover Lord Montagu of Beaulieu. The Spirit of Ecstasy design was first officially registered as intellectual property of Rolls-Royce on 6 February 1911.
The company maintains the link between the automotive and art worlds through MUSE, The Rolls-Royce Art Programme, which is a major protagonist in the world of graphic motion capture.
The first Spirit of Ecstasy statue was about 18 cm tall. Today it is smaller and measures about 7,5 cm. It is safely hidden in a special cover in the hood until the engine is started. Only then does it rise smoothly and gracefully onto the stage by a precisely designed mechanism known as “the rise”.

The Spirit of Ecstasy emblem represents much more to our company than just a symbol of the brand and our products. For our customers, it is a powerful, recognized sign of success, effort, performance and status. Its beauty, simplicity, elegance and uniqueness combine everything our customers look for and find in their Rolls-Royce motor vehicle.
Within the company, the Spirit of Ecstasy represents pride and a kind of status honour we call esprit de corps, uniting and strengthening the Rolls-Royce family around the world. It reminds us of our heritage, our principles and the inspirational potential of us all. Every car we build must earn this statue. Because it is the one that makes us, and every Rolls-Royce, unique and complete.


120 YEARS OF LUXURY, EXCELLENCE AND LEGACY
Rolls and Royce have fulfilled their mission to create “the best car in the world”. They have given their names to a dynasty of cars that has defied time, and continues to define super-luxury cars around the world.
But perhaps their crowning achievement is that Rolls-Royce has become a global paragon of excellence. Virtually every product, service, device and technology invented since 1904 has aspired to become the “Rolls-Royce” of its industry or field. The standard they set 120 years ago continues to drive innovation and improvement everywhere – including the company they created.
But perhaps their crowning achievement is that Rolls-Royce has become a global paragon of excellence. Virtually every product, service, device and technology invented since 1904 has aspired to become the “Rolls-Royce” of its industry or field. The standard they set 120 years ago continues to drive innovation and improvement everywhere – including the company they created.
Andrew Ball, Head of Corporate Relations and Heritage, Rolls-Royce Motor Cars
On 4 May 2024, Rolls-Royce Motor Cars marked the 120th anniversary of Henry Royce’s first meeting with Baronet Charles Stewart Rolls.
As part of the anniversary celebrations, the company looked back at the historical, technological and social context in which the Rolls-Royce brand was created, as well as the influence of the Rolls-Royce name over its 120 years of existence.
Where to find us Showroom / Service
Rolls‑Royce Motor Cars Prague -CarTec Exclusive Cars s.r.o.
Průběžná 80
100 00 Praha 10
Phone: +420 226 889 089
E-mail: info@rolls-roycemotorcars-prague.cz
Opening hours: Po-Pá 9:00 – 18:00
