'We Create Value, Not Volume': Rolls-Royce CEO On The Future Of Luxury | Project Nightingale
May 10, 2026
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5:09Now Playing'We Create Value, Not Volume': Rolls-Royce CEO On The Future Of Luxury | Project Nightingale
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as posted by the channelRolls-Royce Motor Cars has cemented its status as a true global "house of luxury." With the launch of Project Nightingale, the marque’s first-ever Coachbuild Collection, CEO Chris Brownridge reaffirms a definitive strategy to create "value, not volume". Strictly limited to 100 handcrafted motor cars worldwide, this extraordinary collection is available by invitation only to the world's most discerning collectors.
The engineering and design of Project Nightingale bridges 120 years of heritage with near-silent, all-electric technology. Standing at an imposing 5.7 meters long, the vehicle’s "torpedo" silhouette (defined by an expansive bonnet and a gracefully tapered rear) is directly inspired by the brand's 1928 experimental 17EX. The project’s name is a historic tribute to Le Rossignol (French for "the nightingale"), the designers' house located at co-founder Henry Royce's French Riviera estate. The absolute silence of the electric powertrain allowed early testing engineers to clearly hear a nightingale's song. This sensory experience directly inspired the cabin's Starlight Breeze suite, a bespoke design that translates those exact birdsong soundwaves into a constellation of 10,500 illuminated stars.
Project Nightingale and the broader Coachbuild Collection will be supported by a massive expansion of the Goodwood headquarters, which now employs a record 2,500 specialists spanning from master tailors to cabinet makers. The 100 invited clients are not merely buyers, but active partners in the engineering process, participating in a multi-year journey of global curated experiences before the first deliveries begin in 2028. Ultimately, this landmark project confirms that the future of super-luxury is moving away from the simple ownership of objects, shifting instead toward the creation of deeply meaningful and highly exclusive experiences.
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