For some, the name means very little. For devoted enthusiasts, however, it is the stuff of legends. Packard was once one of the world's most exclusive luxury automobile manufacturers. Sadly, the company was eventually forced to cease all production, and for decades nothing more was heard of the storied brand. But could this be its comeback? Read on to learn more about Packard and, in particular, this extraordinary vehicle.
The Packard Excellence is undoubtedly one of the most remarkable automotive projects of recent years. At first glance, the elegant luxury sedan appears to be the sensational return of a long vanished marque. It proudly wears the famous Packard script on its hood and is crowned by a retractable mascot. Yet behind the name lies not the revival of the legendary American brand in series production, but the realization of an idea that first emerged nearly seventy years ago, one that never saw the light of day at the time.
To understand the story of the Packard Excellence, one must first look to the past. Founded in 1899, the Packard Motor Car Company was, for decades, the very embodiment of American luxury motoring. Presidents, industrialists, and movie stars were chauffeured in its prestigious automobiles. Models such as the Packard Twelve and the Caribbean represented the pinnacle of engineering excellence and uncompromising comfort. However, after the Second World War, the company came under increasing pressure. Its merger with Studebaker in 1954 failed to provide the hoped for salvation, and by 1958 the Packard name had disappeared from the market for good.
What is less widely known is that, in the late 1950s, there were genuine discussions about preserving the Packard name in an unusual way. Studebaker Packard explored a potential collaboration with the French manufacturer Facel Vega. Its four door luxury sedan, the Facel Vega Excellence, might have been sold as a new Packard. The project was ultimately abandoned. Decades later, this unrealized idea became the inspiration behind the modern Packard Excellence.
The initiative came from a private Dutch collector who wondered what a Packard might have looked like had the brand continued its journey into the present day. Together with the Dutch company JB Classic & Bespoke and the design studio Cinovara Design, work on the project began. Development started as early as 2020 and continued over several years. In total, around 17,000 working hours were invested in creating this one of a kind automobile. The finished result was finally unveiled to the public in 2025, attracting worldwide attention.
Although the Packard Excellence appears to be an entirely bespoke vehicle, it is technically based on the third generation Bentley Flying Spur. The choice of the British luxury sedan was no coincidence. The Flying Spur offers state of the art technology, exceptional craftsmanship, and the effortless performance one would also expect from a contemporary Packard. Its platform, complete with permanent all wheel drive, adaptive air suspension, and sophisticated electronics, was largely retained.
Beneath the long hood lies Bentley's renowned 6.0 litre twin turbocharged W12 engine. The powerplant produces up to 635 horsepower and delivers a maximum torque output of 820 Newton metres. Power is sent to all four wheels through an eight speed dual clutch transmission. Despite its considerable size, the luxurious sedan accelerates with sports car urgency and reaches speeds that would likely have seemed like science fiction to Packard engineers of the past.
Perhaps even more impressive, however, is the bodywork. Nearly every visible exterior panel was newly designed and handcrafted specifically for this project. Rather than simply copying a classic Packard, the designers asked themselves how the brand's design language might have evolved over the decades. The result is a harmonious blend of modern proportions and historic detailing.
The front end is dominated by an imposing three piece grille that unmistakably recalls the great Packard models of the pre war era. Above it sits the famous "Goddess of Speed", which can retract seamlessly into the bodywork at the touch of a button. Slim, vertically arranged LED headlights give the car a confident and commanding presence. Numerous chrome accents and handcrafted stainless steel trim pieces further emphasize its luxurious character.
A particularly striking tribute to the original Facel Vega Excellence can be found in the rear hinged back doors. These so called suicide doors not only lend the car exceptional elegance, but also provide a truly distinguished entrance to the rear passenger compartment. Their construction required extensive modifications to the body structure and ranks among the most complex aspects of the entire project.
Inside, the creators deliberately chose not to pursue a complete redesign. The owner wished to preserve the quality and refinement of the Bentley interior. As a result, the dashboard, seats, infotainment system, and many of the controls were carried over directly from the British donor vehicle. Only subtle details, such as Packard emblems and bespoke finishing touches, remind occupants that they are seated within a truly unique automobile.
There is no official price for the Packard Excellence. Given the Bentley donor car, the entirely bespoke bodywork, and the thousands of hours invested in its creation, the actual cost almost certainly extended well into the millions. Development expenses alone would make commercial series production virtually impossible.
Yet this is precisely where the fascination of this automobile lies. The Packard Excellence was never intended to become a production model. It was not designed to establish a new brand or achieve sales success. Instead, it is a rolling thought experiment, answering the question of what a modern Packard might look like had the brand's story not come to an end in the late 1950s.
For enthusiasts around the world, being able to witness this magnificent and historically significant automobile is a tremendous joy. Even more gratifying is the fact that this long forgotten vision was ultimately brought to life. We can only hope that this will not be the last time we see it.
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