'Nothing keeps me up at night': Why Rolls-Royce's CEO is so confident about the marque's future
Project Nightingale is the marque's first Coachbuild Collection.
It may be the hottest convertible that no one can buy.
Last month, British automaker Rolls-Royce showed off its new, electric two-seater called the "Project Nightingale."
Production begins at the company's Goodwood, England, factory next year, but there's one catch: all 100 units are already sold.
For those lucky enough to afford a Rolls-Royce, Project Nightingale does have a wait list. The convertible, part of the company's new Coachbuild Collection, will be unabashedly costly and extravagant -- Rolls-Royce's CEO Chris Brownridge is coy about the price when asked -- and illustrates how the 120-year-old brand continues to reinvent itself.
Demand for personalized Rolls-Royces is so high that the company spent millions expanding its pastoral facility in Goodwood. In fact, Brownridge said his team has been recruiting people who are "tailors, tattoo artists and cabinet makers" for jobs that require specific skills and artistry.
The automotive industry has been undergoing significant changes in the last 12 months, though Rolls-Royce appears unscathed from the upheaval.
"Nothing keeps me up at night," Brownridge told ABC News from the company's private office in New York. "We are in a very strong position today. We're a business that's agile, that's resilient, and we're a business with a very exciting future."
Brownridge spoke about the company's massive investment, how its bespoke business is growing and why Rolls-Royce is about family.
The interview below has been edited for clarity.
Q: When did you first start reaching out to clients about the Nightingale Project?
A: We've actually been talking to clients for quite a long time. Eighteen months ago we sat down with clients [and showed them] a five-line sketch, literally. And they committed to the project.
Project Nightingale is the first of our Coachbuild Collection. The styling of the car's body will be the same but how it's executed for each client will be different. The commissioning process now begins.
The Coachbuild Collection is part of our business strategy, which is all about creating more meaningful Rolls-Royces. As a result of this project and future projects, and also the significant growth we're seeing in bespoke, we're extending the factory in Goodwood. We've invested more than £300 million to add 40,000 square meters of space so we have the capacity to make these remarkable motorcars. Our business strategy is clear: create more remarkable motorcars.
Q: Why limit production to 100 units?
A: We're producing 100 of the Project Nightingale cars because it's a very extravagant, extraordinary car. We felt that was the right number for this project. We have a wait list for the motorcar. Scarcity remains absolutely sacrosanct to Rolls-Royce.
Q: The majority of Project Nightingale clients already own the electric Spectre. Did that surprise you?
A: We worked with these clients because we knew it would be something they would be very passionate about. We want this special motorcar to go to the right homes. And of course it's a collector piece. But we also know these customers will use it. And that's even more important because it means it will be visible. It will be quite a spectacle when it's out on the street.
Q: Did the engineers behind the project encounter any challenges bringing this design to life?
A: Quite the opposite. The engineers loved the project because it's a really fascinating one. Having a project like this was challenging, but they have been able to achieve something truly remarkable. When you see the motorcar in the metal, it's breathtaking.
Q: Who made the decision to make Project Nightingale an electric two-seater versus an SUV?
A: The inspiration came from our heritage. In the 1920s, Rolls-Royce was producing experimental motorcars. [Engineers] would take the running gear of a Phantom I and put a sports body on it in order to achieve speed records. And the 17EX is another perfect example. The 17EX informed the design [of the Nightingale]. This is a motorcar with a very long bonnet, very long tail and a very short cabin. So what we've done is create a motorcar that recreates that feeling but in a futuristic Rolls-Royce styling direction. Project Nightingale gives a real insight into Rolls-Royce's future design direction.
Q: How does Project Nightingale compare to the Spectre in terms of power and battery size?
A: In terms of the technical details, we're not releasing that yet. In terms of the driving experience, it's the most extraordinary, luxury open top motoring. I had the privilege of riding in an engineering prototype, and it was truly remarkable. It was the most special experience. I cannot wait for the first vehicles to be out on the road. And we're starting our testing later this year.
The cars will be built in late 2027 with client deliveries in 2028.
Q: How many of the Nightingale cars will be coming to the U.S.?
A: A third of the production will come to the U.S. That's exciting for us because it's the first time we'll be able to deliver a coach built car in the U.S., so they'll be much more visible.
The rest of the distribution is pretty equal across other parts of the world.
Q: What are you expecting in terms of orders this year, especially with the decline in stocks, rising fuel prices and the ongoing war in Iran?
A: So far 2026 has performed exactly as we had expected. Our customer orders sometimes take between six months to two years to build. Our level of new orders coming into the business year-on-year in the first quarter was up 8%. Despite the volatile world we're in, demand is strengthening.
We're a marque with more than 120 years of heritage and we have clients in every corner of the world. When one market may be strong and another may be weaker, it gives us a resilience. And because we have a very flexible production facility, it really plays to our strengths.
At the moment, we're seeing very strong and consistent demand in every region of the world. Of course the situation in the Middle East is causing some impact. We're doing everything we can to support our clients and our deliveries in terms of logistics.
Q: Is the Cullinan SUV still the No. 1 seller in the U.S.?
A: The Cullinan has been a hugely successful Rolls-Royce. Every year the demand for Cullinan has increased since its launch in 2018. In 2024, we introduced the Cullinan Series II and that resulted in even stronger [sales]. The second most in-demand car last year was the Spectre.
Q: Nearly every luxury automaker offers bespoke or personalized commissions for high-net worth clients. How does Rolls continue to stand out?
A: What's clear in the research is that ultra high luxury consumption is shifting away from just having objects to having experiences. And when you buy a Rolls-Royce, you don't just buy a motorcar, you effectively enter a family and a world of Rolls-Royce. We deliver remarkable experiences for our clients. At the same time we're continuing to innovate the level of bespoke potential.
Popular Reads
ABC News Live