Keeping traditions alive

A British luxury brand called Allesley has been launched with its stated aim to become “the paragon of automotive coachbuilding”. 

The company’s aim is to bring to life the most exclusive ultra-luxury cars for a clientele ranging from original equipment manufacturers (OEMs) to very wealthy individuals.

Based in the historic home of coachbuilding, Coventry – where bespoke car design dates back to the early 20th century – Allesley channels decades of expertise to focus on a resurgence of interest in unique custom-made, personalised vehicles.

Supporting elite brands seeking to elevate their products to the top one per cent of customer bases, and private individuals keen to add to their collections and realise their ultimate dream cars, it creates commissions that set “new standards” of luxury and design.

Driven by an experienced design, engineering and production team, the company combines traditional handcrafting coachbuilding skills with contemporary digital and virtual design to deliver repeatable manufacturing quality.

Paul Abercrombie, chief executive officer, says: “We’re taking the art of coachbuilding to new heights by commissioning the world’s finest cars, and raising the bar for design and craftsmanship. 

“We are passionate about pushing the boundaries of innovation while preserving traditional methods of our craft.

“Allesley will realise the pinnacle in ultra-luxurious, ultra-exclusive vehicles, designed, engineered and manufactured to the highest possible standards.

“Our innately British luxury brand will transcend existing standards for bespoke car inception, elevating design, technology and creativity to new heights for a discerning global customer base.”

Allesley is based in a dedicated location on the same 1930s art-deco site as partner HPL Prototypes, a leading concept car and prototype builder.

Founded a quarter of a century ago, HPL is steeped in coachbuilding culture. It has supported the design and manufacture of memorable concepts and prototypes for a roster of global OEMs.

CEO Chris Devane says: “Our reputation in supporting OEMs in the realisation of their project visions through bespoke design and prototyping is exemplary. 

“However, HPL has and will always offer a solely commercial service. We have deliberately flown ‘under the radar’, majoring on confidentiality, because that’s what our automotive OEM clients require.

“As we celebrate our 25th year, the time is right to launch Allesley. This remarkable and exciting new brand will draw on our world-leading expertise and, with a dedicated team, it bring to life bespoke vehicles for a new audience.”

With HPL continuing to serve the automotive industry on a commercial basis, Allesley will operate as a separate – but technologically linked – brand, able to call on HPL’s expertise. This includes cutting-edge CAD design studios offering modelling, milling, trim and paint shops combined with a carbon-fibre centre.

The skill set that exists within Allesley will then be focused on pushing the coachbuilding envelope for two distinct audiences – marques and private individuals.

For the world’s leading luxury automotive brands, the company will become the go-to coachbuilder of low-volume production runs, or even complete one-offs, of ultra-prestigious vehicles.

Abercrombie adds: “For OEMs, our strength lies in integrating with the processes of established corporate automotive environments, coupled with our commitment to meet specific timelines. 

“Simply specialising in bespoke design and manufacture isn’t sufficient. What differentiates us is our methodical and structured approach, which not only enhances the customer relationship but ensures the end product thrives. 

“For an ultra-high-net-worth-individual, it’s not just our exceptional technical ability that sets Allesley apart but the quality of the customer journey. 

“From the latest in digital showroom techniques, enabling a customer to remain engaged with their commission no matter where they are, to the on-site honing and specifying of materials and paint colours, the service provided by the team will eclipse existing standards.”