Rolls-Royce is launching a new experience that goes beyond just an ultra-luxury car or SUV. Its new Coachbuild Collection comes with "a multi-year journey of unforgettable experiences." It doesn't mean the driving experience, though. It's more about a lifestyle experience, bringing your vehicle to life and experiencing new things in new places. Some might say the announcement is really just a victory lap, a way of making sure the rest of us are fully aware of what its ultra-wealthy customers have... and we don't. More Than Just A Car Rolls-Royce Coachbuild is the pinnacle of Rolls-Royce. It's the name the company gives to the one-off and ultra-limited vehicles it builds for the V-ist of VIP customers. Bespoke, the step below, is practically Hyundai in comparison. Bespoke gets you custom-designed inlays and different colors of leather. Coachbuild gets you a complete vehicle that nobody else in the world can ever have, unless you want them to.Getting a Coachbuild car takes around four years. Because these are cars designed as one-offs, they have their own styling and their own panels. That takes a great deal of design work and even more hand-hammering of steel and aluminum to create them and bring them into the company's standards.Rolls-Royce That time frame might be the inspiration for Rolls-Royce's new Coachbuild Collection. It is an opportunity to see the build process at every stage. Chris Brownridge, Rolls-Royce CEO, said: "This is something the super-luxury world has never seen before. The experience of this program is inseparable from the motor car itself, and both will be brought to life with the care and ambition worthy of the collectors who inspired them – and of Rolls-Royce itself."Two years ago, then-CEO Torsten Muller-Otvos told CarBuzz that Rolls is "not in the car business." He said that the company was in the luxury goods business, where buyers value experience, exclusivity, and "I want one." This new program, then, sure sounds like a natural progression of that. Years Of Special Events Make The Experience Rolls-Royce The company describes it as a "multi-year program of experiences" that are conceived of "as one" with the new vehicle. It will include access to normally closed test facilities to see Rolls' durability development in extreme climates. The program will also send people abroad, to "travel to locations chosen for their deep connection to this motor car’s story." We have to assume that includes trips to the forests where Rolls finds its rare woods for veneers, and maybe the Scandinavian pastures to pick their own cattle for hides.Owners and those waiting to own their Coachbuild Collection cars will also get special parties. "Curated, private events," as Rolls calls them, where those customers will be able to hear their designers tell the stories about the vehicles coming together.The first of these new cars will be an EV. We're surprised too, but remember that the Spectre is the second-best-selling Rolls-Royce and the company's best-selling model in Europe. The posh automaker said that many of the collectors who want Coachbuild Collection vehicles are already Spectre owners, and they appreciate the silence and smoothness that the electric motor delivers.These new cars will no doubt be stunning, and we'll see them only in photos or maybe at Monterey Car Week or the Concorso d'Eleganza. Entry into this limited sphere is by invitation only, naturally. The Rolls-Royce Private Office will reach out.