Rolls-Royce CEO Chris Brownridge Talks Hyper-Luxury Cars

Summary

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Bloomberg Talks

Episode: Rolls-Royce CEO Chris Brownridge Talks Hyper-Luxury Cars

Date: April 14, 2026
Host: Bloomberg
Guest: Chris Brownridge (CEO, Rolls-Royce)
Main Topics: Project Nightingale, hyper-luxury, customization, market trends, and Rolls-Royce’s evolving role.

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Episode Overview

This episode spotlights the unveiling of Rolls-Royce’s latest ultra-limited edition, Project Nightingale—its first coach built collection model in decades. CEO Chris Brownridge joins Bloomberg’s team to discuss the evolution of luxury carmaking, shifting consumer preferences, and how exclusivity, customization, and client experience are redefining the Rolls-Royce brand.

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Key Discussion Points & Insights

Project Nightingale: A New Era of Hyper-Luxury

• Concept & Exclusivity:
  • Project Nightingale is the first of Rolls-Royce’s “commission collection” motorcars, offering an unprecedented level of client involvement and customization.
  • Only 100 units produced, with one-third allocated to the US.
  • Its design is inspired by the historic Rolls-Royce 17X.

“Project Nightingale is the first of all of our commission collection motor cars… clients have had an extraordinary behind the scenes experience… it is extravagant, extraordinary and will be extremely rare.”
— Chris Brownridge (01:24)

• Client Experience:
  • Clients joined the project early and have direct input throughout the process, including testing their own vehicles.
  • Many intend to use their cars daily, not just as collectibles.

Price & Exclusivity

• Price Range:
  • Rolls-Royce officially refuses to disclose the price.
  • Host and guest speculate the price is $3–5 million, likely toward the higher end (02:12).
  • Project Nightingale is described as “probably the most expensive EV ever,” with Brownridge declining specifics but suggesting it's near the top of Rolls-Royce’s offerings.

“We never talk about money. It’s, it’s rude. But… sits somewhere between our one of one coach built motorcars and our very complex private commissions.”
— Chris Brownridge (01:50)

• Clientele:
  • Early buyers invited into an "inner circle" two years prior to launch.
  • Strong geographic spread: Asia, Europe, America, Middle East.

The Changing World of Luxury

• From Cars to Experiences:
  • Rolls-Royce is intentionally shifting from being a carmaker to an “experience provider.”
  • Emphasis is on personalized journeys and unique ownership experiences, not just objects.

“Every Rolls Royce that we build today is for a client because they've requested it. And Coach Built allows us to show… the possibilities of their Rolls Royce.”
— Chris Brownridge (03:08)

• Ultra-High Net Worth Trends:
  • Surging demand for highly personalized luxury, experiences, and meaningful, resonant items.
  • Rolls-Royce clients participate in vehicle development and enjoy bespoke experiences “money can’t buy.”

Rolls-Royce & BMW: The Luxury Laboratory

• Customizations as Innovation:
  • Rolls-Royce operates as a “house of luxury,” setting trends for the BMW Group and broader auto industry.
  • Increased demand for bespoke commissions noted after opening a private office in New York.
  • Rolls-Royce shares luxury learnings and innovations with parent company BMW.

Market Observations & Economic Climate

• Geographical Diversity:

  • Demand spans globally—especially strong in the US, Asia, and Europe.
  • Clients in the Middle East remain important despite regional conflicts; the brand is monitoring the situation closely.

• Global Trends:

  • Despite economic and political uncertainties, the ultra-wealthy segment continues expanding, fueling demand for hyper-luxury items.

“It’s clear that the ultra high net worth audience is continuing to grow. But their tastes… are very much shifting away from just having objects to having experiences or creating objects which are meaningful.”
— Chris Brownridge (05:32)

Production & Investment

• Factory Expansion:
  • Rolls-Royce invested £300 million to expand its Goodwood facility.
  • The expansion isn’t about producing more vehicles, but about handling more complex commissions and value creation through exclusivity.

“We extend our factory so that we can create more value for each motorcar rather than creating more volume of motor cars.”
— Chris Brownridge (06:38)

Financials

• Margins:
  • The company doesn’t disclose specific margins but claims a “very meaningful contribution” to BMW Group (07:15).

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Notable Quotes & Memorable Moments

• Exclusivity and Client Experience:

  • “These clients have been in the inner circle for two years and they'll be part of the testing process for the motorcar as well. So their experience is something that quite literally money can't buy.” — Chris Brownridge (05:32)

• The Goodwood Experience:

  • As the conversation closes, discussion turns light-heartedly to the Goodwood estate and its prestigious events (Festival of Speed and Goodwood Revival).
  • Brownridge describes Revival as “one of the best events on the calendar,” where people dress up in 1950s fashion (07:54).

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Timestamps for Important Segments

• [01:24] — Introduction of Project Nightingale and its significance
• [01:50] — Price discussion and what “exclusivity” means
• [02:31] — Global client base and US allocations
• [03:08] — Rolls-Royce’s shift from carmaker to luxury experience provider
• [04:19] — Influence on BMW and demand for customization
• [04:49] — Addressing Middle East market amidst conflict
• [05:32] — On the expanding ultra-wealthy market
• [06:38] — Details of Goodwood factory investment
• [07:15] — Question on Rolls-Royce's margins
• [07:54] — Goodwood Revival discussion

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Summary

Chris Brownridge’s conversation offers rare insight into how Rolls-Royce is redefining hyper-luxury in the automotive world. Project Nightingale, a coach-built, ultra-exclusive, highly customizable EV, encapsulates the brand’s focus on experiences over objects and the intensifying demand for true exclusivity among the world’s wealthiest buyers. Investment in production capacity at Goodwood, a surge in bespoke commissions, and a global, experience-driven clientele position Rolls-Royce not only as a luxury automaker but as a luxury icon shaping the future of high-end living.

Transcript

[A]

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[B]

Rolls Royce unveiling Project Nightingale, its first coach build collection model at least in the past few decades. An ultra limited car offered to just 100 clients worldwide. Bloomberg's Hannah Elliott from Bloomberg Pursuits writes, Rolls Royce selling something much more ephemeral, true exclusivity as the company pushes into hyper luxury and customization. Joining us now is the CEO Chris Brownridge. So Chris, this is pretty exciting. I got a sneak preview, I will say, of what it looks like just on someone's laptop, but it is a massive vehicle and it has a massive price tag to match.

[C]

Of course, Project Nightingale is the first of all of our commission collection motor cars and what that means is it's a motorcycle where our clients have had an extraordinary behind the scenes experience. But also the motor car they get is extravagant, extraordinary and will be extremely rare. So it's a very, very special project for Rolls Royce motorcars.

[D]

Matt in the latter part of that mentioned the price tag. What is the value of one of these things?

[C]

Well, we never talk about money. It's, it's rude. But just to give you an indication, if you were looking, sits somewhere between our one of one coach built motorcars and our very complex private commissions.

[D]

I mean, I got to say, like, probably fair to say this is the most expensive EV ever, right? least, at least. Is that the ballpark we're talking about?

[C]

I wouldn't want to comment any further on that.

[B]

Right now we're talking about three to five million dollars. I would guess closer to the higher end of that range. Hannah Elliott wrote a fantastic piece on it and she shows in her story The Rolls Royce 17X which inspired the shape of the new car. So, so cool. Who's buying these things? Can you give us any names?

[C]

Well, the wonderful thing is that the client base for this motorcar were involved in the project two years ago. So they've been on the inner circle. And the great news is this is the first time that Rolls Royce motor cars will deliver a coach built motorcar into the United States. In fact, about a Third of the allocation of motor cars that will build will come to this country is this.

[B]

I mean, are you moving away from being a carmaker and turn, you know, a luxury experience provider or a marketer of exclusivity? I mean, it seems like it's customization built on a fixed chassis.

[C]

Well, Rolls Royce is perfectly placed today to really take advantage of the shifting trend in luxury, where it's all about the experience as well as what is actually created. And so every Rolls Royce that we build today is for a client because they've requested it. And Coach Built allows us to show our potential clients the possibilities of their Rolls Royce. So coach build collection is a very important project. It's a permanent part of our product offer.

[D]

Now, what is the geographical spread of clients for this car look like?

[C]

It is literally all over the world, and that's the wonderful thing. So these are motor cars that will be seen. We have clients in Asia, we have clients in Europe, we have clients in America. So, of course, Project Nightingale will be seen and they will be driven. Many of the clients who I know are looking forward to taking delivery of their motor car have told me that they will use it every day.

[B]

What are you learning at Rolls Royce that you can pass on to Oliver Tips and your parent company, BMW? I was down in your private office, for examp example, and I saw the level of customization that's possible, the sort of understated luxury of the place, the elegance of it really blew me away. But it strikes me that you're not just a halo brand for BMW, but you also are kind of a luxury laboratory for them.

[C]

Rolls Royce is a true house of luxury. Everything we produce is because the clients asked us to produce it. But what we've seen in the last few years is a clear growth in demand for more complex commissions. Since we've opened the private office here in New York, the level of demand for those commissions has increased dramatically, and we're seeing that at all parts of the world.

[D]

How does Middle Eastern deliveries look? We know Ferrari pulled back amidst a war. How are you catering to clients in that region that are dealing with a war on their doorstep?

[C]

Well, of course, the Middle east situation is one that we're watching very, very closely. It's an important region for us, and our thoughts are very much with the people that are affected by the situation right now. However, demand for Rolls Royce globally is still very, very strong. So, of course, it's too early to say what sort of impact that may have. I don't think anyone knows at this Stage.

[B]

But you're still able, you're able to sell $105 million cars. Let's just say I'll pick a number so Ferrari can do this as well. Now you see Pagani and Koenigsegg doing this. I mean, is this an unprecedented time where people, where the amount of people that are so wealthy to buy these, this many products at that, at that level exist. It.

[C]

It's clear that the ultra high net worth audience is continuing to grow. But their tastes for luxury are very much shifting away from just having objects to having experiences or creating objects which are meaningful or personally resonant. And that really plays to Rolls Royce's strengths. Everything we create is because a client has asked us to do it. And Project Nightingale is a great example of that, where not just the motor car itself, but the client journey is something which is truly remarkable. And remember, these clients have been in the inner circle for two years and they'll be part of the testing process for the motorcar as well. So their experience is something that quite literally money can't buy. This is about a relationship that we have with our clients.

[B]

One of the experiences I would love to have and will hopefully someday soon is a tour of your factory at Goodwood. This is the estate of the Duke of Richmond where the Festival of Speed happens and where you have your, your factory which you, which normally puts out your production cars. But now you've invested some massive sum, I think 300 million pounds to, to enable this luxury process. What was involved in that?

[C]

Well, it's very clear that demand for more complex commissions is increasing and it's increasing rapidly. That's a core part of the Rolls Royce luxury model. And so we've extended the facility in Goodwood so that we've got space for those commissions. It also increases our capacity for, for more complex paint finishes on motor cars and also these coach built projects to. The whole principle of Rolls Royce is about scarcity. So we extend our factory so that we can create more value for each motorcar rather than creating more volume of motor cars.

[B]

So you're, by the way, do you share your margins? What are, what are your margins and how have they grown?

[C]

We don't talk about specific details, but what I can tell you is we make a very meaningful contribution to our shareholder, BMW Group.

[B]

All right. It's been great having you here, Chris Brownridge. I hope the next time I see you is that is at Goodwood.

[C]

I hope so too.

[B]

I would like to go, I don't know when I want to go to the revival. So they have the revival there. Danny, you have to explain. The Festival of Speed is exactly what it sounds like, a festival of modern cars and everything. But the revival is like a throwback.

[C]

So you dress, everyone does as if

[B]

you were in like pre war, the pre war era.

[D]

Victor, what does that mean? You dress as if you were in the pre war era?

[B]

It's like you go dressed as Downton Abbey, basically, or whatever you like.

[C]

1950s, 50s clothing. It's a very special event. I'd say it's one of the best events on the calendar.

[E]

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