“Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it.” So said Henry Royce famously, the gifted engineering founding partner of the world automotive and aviation standard setter, Rolls-Royce.
The unlikely combination of cult Canadian pop star Justin Bieber and bespoke Southern Californian workshop West Coast Customs, of 2000s-era ‘Pimp My Ride’ MTV fame, have recently taken Henry Royce’s words to heart. They’ve converted Bieber’s 2018 Rolls-Royce Wraith into a radical one-off road car, inspired by the Goodwood-based marque’s 2019 103EX concept as part of the BMW Group’s centenary Vision Next 100 future initiative.