A Blend of Heritage and Innovation at Blenheim Palace

The 21st annual Salon Privé event has officially commenced at Blenheim Palace. While high-profile reveals from major manufacturers captured significant attention, the event also showcased a shift toward sustainable luxury and authentic driving experiences.


The Electrification of Tradition

A standout project at this year’s show was the unveiling of a 1973 Rolls-Royce Phantom VI by Oxford-based conversion specialists Electrogenic. The vehicle, which serves as a ceremonial limousine for the Lord Mayor of the City of London, underwent a complete transformation. By replacing the internal combustion engine with a zero-emissions electric drivetrain, the project ensures the historic vehicle remains operational rather than retiring to a museum.

According to Electrogenic CEO Steve Drummond, the result is

"the ideal ceremonial limousine, full of character."
This initiative aligns with the City of London Corporation’s commitment to achieving net-zero operations by 2027.


The Rise of Bespoke Hypercars

In the hypercar segment, Giamaro Automobili made its UK debut with the Krafla. Distinguishable by its exposed carbon-fiber bodywork and a focus on aerodynamic functionality rather than excessive styling, the vehicle is marketed as a driver-centric alternative to contemporary, heavily digitized supercars. Company executive Roberta Bicocchi emphasized that the Krafla is designed for collectors who prioritize an authentic, tactile driving experience over mere spectacle.


Major Industry Debuts

The event also featured several high-performance highlights from established manufacturers:

  • Lamborghini: Showcased the Revuelto SV, which currently stands as the fastest and most powerful production vehicle ever created by the brand.
  • BRABUS: Presented two UK premieres: the 77-unit BODO grand tourer, featuring a hand-built 5.2-liter twin-turbo V12, and the 800 Cabrio, based on the Mercedes-AMG G63.
  • Polestar: Introduced the Polestar 4 SUV, offering a more spacious, utility-focused option within their electric lineup.

The Evolution of Restomods

The event continued its tradition of featuring specialized builders, with companies like Petroyle, Talos, and Theon Design presenting their latest custom builds. This focus on reimagining classic designs for the modern era remains a cornerstone of the Salon Privé experience. The event’s Concours field features 70 vehicles competing across twelve classes, with judging continuing through Sunday, September 6.