Detail of the new Rolls-Royce boat stern unveiled by Rolls-Royce CEO Torsten Muller-Otvos on May 27, 2021 at the Rolls-Royce home in Goodwood, West Sussex, England.

Jeff Spicer | Getty Images Entertainment | Getty Images

Rolls-Royce Motor Cars on Thursday unveiled the Boat Tail, a luxury vehicle model that has been dubbed “the most ambitious car ever developed”.

The Boat Tail is a four-seater car with a length of almost 5.8 meters, the stern of which is shaped like a yacht deck. Only three will be made and the price of the car will not be published.

The new model comes as Rolls-Royce opens a new division in its store called Coachbuild, an invitation-only program that allows the automaker’s high-end customers to put unique cars into operation.

Each tail of the boat has been tailored to its buyer, who has worked with designers on the cars for four years as part of the Coachbuild program.

More than 1,800 new parts have been developed for the Boat Tail, each with luxurious features like double fridges for vintage champagne and bespoke timepieces that can be carried or placed in the car to be used as a watch.

Torsten Müller-Ötvös, CEO of Rolls Royce, described it as a “beautiful, great car” and said the customer is involved in “every step of the journey” and that creating such bespoke cars is “money that cannot be bought.” ” be. “”

“It’s something extremely rare and (something) that only a select few may be able to do,” he told CNBC’s Joumanna Bercetche, adding that the Coachbuild division would, by its very nature, be a small part of the company’s overall business.

“It’s a very, very small part of our business, and for very good reasons. Our idea is to bring a coachbuild project to market, probably every two years, that is commissioned by a select client.”

Detail of the Rolls-Royce boat stern on May 27, 2021, unveiled by Rolls-Royce CEO Torsten Muller-Otvos at the Rolls-Royce home in Goodwood, West Sussex, England.

Jeff Spicer | Getty Images Entertainment | Getty Images

“We are not talking about volume or numbers here – that would be a contradiction to this concept. We want to see that highly exclusive customers are selected by hand. I have to say that they are hand-selected by me personally, we want to know who we are with go on such a journey. “

He said customers need to bring their own “passion, commitment and the time” it takes to work with the automaker.

Rolls-Royce said Thursday that its next coachbuild project was underway, but details are not yet to be released.