Let’s say being one of 77 people to own an Aston One-77 supercoupe isn’t exclusive enough. Then the one-of-one 848-hp Victor, using the One-77’s engine and monocoque, could be the car for you. Its custom-designed wheels are also possibly the fussiest in the world to clean.
Rolls says the body of this car is shaped like an early-20th-century racing yacht. Instead of a trunk, the Boat Tail has a wood-covered rear deck that opens to reveal the world’s poshest picnic set . Each of the three Boat Tails costs $30 million or so.This practice of having a car custom-built to personal taste mostly disappeared from the ultraluxury market in the mid-20th century. But it has made a stunning return in recent years.
This refracted glory holds great allure for contemporary luxury brands. “The ultimate expression of luxury is to have one of one,” says Brandon Vivian, executive chief engineer for Cadillac. The onetime “Standard of the World” brand is attempting to revive coachbuilding with its forthcoming Celestiq flagship electric sedan, a $200,000-plus model it compares to the Rolls-Royce Ghost in prestige.
Like its supercar competitors Ferrari and Lamborghini, McLaren has in recent years released several limited-run models, including the Senna, the Elva, and the Speedtail. Rarest of them all is the roughly $3.9 million Sabre, of which the company built only 15.Intriguingly, the imminent global shift toward electric vehicles has factored into the coachbuilding resurgence, albeit counterintuitively. “There’s an awareness of that break,” says Ali.
So lucrative, they can have a significant impact on a company’s bottom line. “Aston Martin has the Valkyrie, at $3 million each, and they’re going to make 90 in 2022. I’d say that’s something like 30 percent of their entire revenue for this year,” Dean estimates.
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