Coachbuilding is the art and science of creating bespoke bodywork on a pre-assembled chassis. It is as old as the motor car itself. All but extinguished by mass production, coachbuilding nonetheless lives on with Rolls-Royce at the forefront of its rejuvenation. You can find more visual details of the 1928 Rolls-Royce 17EX gallery by scrolling up.
Drawing on more than a century of experience, and its unique Bespoke capabilities developed in the modern era, the marque has defined a new coachbuilding movement. Long accustomed to being able to commission every aspect of their motor cars’ appearance and specification, Rolls-Royce clients are increasingly seeking opportunities to reach beyond Bespoke and determine the motor car’s physical form.
Ahead of an official statement to be made imminently, we invite media to reflect on the marque’s rich coachbuilding heritage.
By 1925 Royce was concerned that the weight and size of some of the coachwork fitted to its chassis was affecting the cars’ performance – a fact its competitors gleefully seized upon. In response, Henry Royce built an experimental Phantom with an open, lightweight, highly streamlined body. Dubbed 10EX, this was the foundation for a series of cars that provided crucial new insights into overcoming air resistance and represented a giant leap forward in automotive design.
The fifth in the series, 17EX, was completed in January 1928. It was capable of speeds in excess of 90 miles per hour and, because Royce was adamant that even his experimental cars should look as good as any that bore his name, was finished in blue to the marque’s exacting standards.
You can find more visual details of the 1928 Rolls-Royce 17EX gallery by scrolling up.
1928 Rolls-Royce 17EX Side View
In modern colour psychology, blue is associated with dependability, trust, stability and calm; it is also highly visible at speed, as demonstrated by the record-breaking cars and boats of Royce’s good friend, Sir Malcolm Campbell.
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