Twelve stunning debuts to open Salon Privé London at Royal Hospital Chelsea, 21-23 April

Twelve special automotive debuts will be taking place on Thursday 21 April as the capital’s new automotive event, Salon Privé London, opens its doors at Royal Hospital Chelsea.

Promising to be London’s most exclusive automotive party, with plenty to see and do, the three-day celebration will feature mouth-watering new machinery, a second-to-none selection of classic cars for sale in the Concours de Vente, and some of the world’s most desirable luxury brands alongside the capital’s finest dining courtesy of hospitality group JKS Restaurants. With tickets selling fast for the must-attend event, the inaugural Salon Privé London is set to be something truly special.

Appearing exclusively at Royal Hospital Chelsea, the roster of vehicles includes:

Alfa Romeo 12C Prototipo

Making its public debut 81 years after it was first conceived, the long-lost Alfa Romeo 12C prototype will be unveiled alongside a brand-new book telling the fascinating story of the pre-war racer.

Over the course of 272 pages, The Missing Link? pieces together the full story of this historically significant Alfa Romeo and how it connects three of the world’s greatest automotive marques – Alfa Romeo, Ferrari and Porsche. Decades after the project was abandoned, the major components of the Alfa Romeo on which they’d collaborated were reunited and the car restored. The new book is the first from Progetto 33 – the publishing house founded by Stefano Martinoli, owner of the 12C Prototipo.

Aston Martin (Aston Martin Mayfair)

Aston Martin Mayfair will be giving the Aston Martin DBX707, the world’s most powerful luxury SUV, its UK event debut. An SUV like no other, it elevates Aston Martin to the pinnacle of the segment with a unique combination of blistering performance, supreme dynamics, unmistakable style and absolute luxury.

Bugatti (H.R. Owen Bugatti)

H.R. Owen Bugatti will present the public debut of Bugatti Sur Mesure’s first customer project at Salon Privé London. The unique Chiron Pur Sport is inspired by the heroics of racing driver Louis Chiron, and features brand-new exterior paint colours as well as a number of ultra-bespoke interior and exterior styling additions.

Translated as ‘tailored’, Bugatti’s Sur Mesure builds upon the marque’s distinguished history of coachbuilding, handcrafted interiors, paint finishes, embroidery and bodywork. It harnesses the collective expertise of its skilled designers and engineers to form a brand-new programme to meet growing customer demand for ultra-customised designs, materials and finishes.

Charge Cars

The highly anticipated production-intent version of the Electric Mustang by Charge Cars will be making its global debut at Salon Privé London, with customers able to order the EV at the event.

A hand-built, zero-emissions design icon, the brand-new Electric Mustang uses cutting-edge technology to redefine the revered 1967 Fastback model. With a new steel bodyshell, complete with the blessing of Ford, and composite body panels to minimise weight, the car’s quad-motor configuration provides 536bhp and a 0-62mph time of just 3.9 seconds.


The all-new and ultra-exclusive Healey by Caton will make its global public debut at Salon Privé London, as the reincarnation of the iconic Austin-Healey 100 sports car arrives at Royal Hospital Chelsea.

Healey by Caton is a unique combination of 21st-century design and engineering with traditional techniques, all of which delivers a driver’s car for the modern age. Promising an immersive, intoxicating and emotional automotive experience, the first creation from the all-new luxury British brand Caton brings the Austin-Healey 100 up to date while still protecting the ethos of the 1950s original.

Ferrari (H.R. Owen Ferrari)

The revolutionary new Ferrari 296 GTB will make its UK static debut at Salon Privé London with H.R. Owen Ferrari. The first of Maranello’s road cars with plug-in (PHEV) hybrid architecture, the 296 GTB boasts an internal combustion engine integrated with a single electric motor. With an exceptionally wide V6 design helping contribute to the car’s compact dimensions, it’s efficient and responsive – and delivers 818bhp, resulting in a 0-62mph time of only 2.9 seconds.

In addition to the 296 GTB, a Tailor Made Roma will be on display, showcasing Ferrari’s exclusive programme for customers who want to create an unmistakable, one-of-a-kind vehicle.


Genesis will be unveiling its first dedicated electric platform-based vehicle at Royal Hospital Chelsea, when the GV60 makes its European debut. Building on Genesis’ philosophy of setting a new standard in customer service, paired with luxury design, the GV60 delivers the technology of a high-performance electric car in the form of a sleek and athletic coupé crossover utility vehicle.

Following its launch in 2015, Genesis has established itself as a unique alternative within the premium segment. A new model in the burgeoning brand’s line-up, the GV60 draws on its ‘Athletic Elegance’ design language to truly stand apart from its rivals.

Land Rover Special Vehicle Operations

The new Range Rover SV, the flagship of Land Rover’s pinnacle luxury vehicle, makes its UK event debut at Salon Privé London, mixing modernity and aesthetic grace to create an exquisite interpretation of the iconic SUV.

With a breath-taking choice of personalisation options across both standard and long-wheelbase models, including a five-seat LWB configuration for the first time, the new Range Rover SV provides customers with a new level of craftsmanship as well as greater functionality. The first vehicle to wear the distinctive ceramic SV roundel, it represents the apex of design and engineering expertise from Land Rover’s in-house Special Vehicle Operations team.

Morgan Motor Company

The all-new Morgan Super 3 will make its UK show debut at Salon Privé London, as the Morgan Motor Company showcases its entire range at Royal Hospital Chelsea. Recently revealed to the press, the Super 3 continues the 113-year legacy of three-wheeled Morgan vehicles yet introduces a new product family with a design language inspired by the Jet Age.

The Super 3 has been designed from the ground up to offer new levels of character, thrill and adventure. Built in Malvern, Worcestershire, like every Morgan since 1909, the Super 3 draws on the skilled men and women that handcraft vehicles in the renowned red brick buildings on Pickersleigh Road.


The spectacular new Prodrive Hunter will make its UK public debut at Royal Hospital Chelsea. The world’s first all-terrain hypercar has been developed from the Bahrain Raid Xtreme competition car that was driven by nine-times World Rally Champion Sébastien Loeb on the world’s toughest motorsport event – the Dakar, on which he finished second overall this year

Developed by British company, Prodrive – which boasts more than 40 years of off-road competition success – the production version of the Hunter is even more extreme than the car driven by Loeb. The 3.5-litre twin-turbo V6 engine has been refined and retuned at Prodrive’s Banbury HQ, and its power output has been boosted by 50 percent to more than 600bhp. In order to improve driveability, the competition car’s manual sequential gearbox has been replaced by a six-speed paddle shift that can change gear in milliseconds.

Rolls-Royce Motor Cars

Rolls-Royce Black Badge Ghost the purest Black Badge yet.

  • Black Badge Ghost debuts dark side of Post Opulent design
  • 6.75-litre V12 engine now delivers increased power (600PS) and torque (900NM)
  • Drivetrain and chassis re-engineered for more urgent performance
  • Curated collection debuts striking Turchese Leather and Technical Carbon veneer
  • Bespoke alloy wheel introduced in Black Badge house style with carbon fibre barrel
  • Infinity lemniscate symbol continues to codify noir expression of Rolls-Royce

“After considerable internal debate, Rolls-Royce announced that it would create an officially sanctioned response to a new kind of client: a permanent Bespoke treatment to its motor cars named Black Badge. These products, which were launched in 2016, would be darker in aesthetic, more urgent in personality and dramatic in material treatment. “In the five years since Black Badge became publicly available, this bold family of motor cars has come to symbolise the pinnacle of a new type of super-luxury product, setting in motion a shift across the wider luxury industry. Subsequently, nearly all luxury makers create products that seek to capture the Black Badge spirit. “Today, we announce a product that represents a new kind of Black Badge motor car, one that seizes on the minimalist, Post Opulent design treatment that has recast the legend of Ghost but amplifies and subverts it with the application of black. Our most advanced motor car yet has been reengineered to characterise the alter ego of Rolls-Royce: assertive, dynamic and potent.

This is the purest Black Badge motor car in the marque’s history. This is Black Badge Ghost.” 

Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars 


Hailing from Slovenia, the updated Tushek TS900 Apex will make its global public debut for orders, as the hypercar manufacturer shows its revolutionary hybrid model.

An advanced evolution of the cars previously seen, and the lightest hybrid hypercar on the market, the Tushek TS900 Apex employs a new and patented electric drive system. Achieving perfect parity, the car possesses a power-to-weight ratio of one metric horsepower to one kilogram of mass (1:1). A landmark achievement, Tushek joins an elite handful of vaunted marques to have achieved such an engineering breakthrough.

Roger Dubuis

The Roger Dubuis Excalibur Monobalancier is a new collection of timepieces reinterpreted for the modern world with sophistication and flair, and will be making its UK debut at Salon Privé London. With clean-cut lines, fluted bezel and sharp notches, this 42mm timepiece showcases the Maison’s signature star reshaped to levitate freely above the barrel, and introduces the self-winding micro-rotor RD720SQ calibre in a contemporary shape engraved with Roger Dubuis’ monogram.

Performance and durability are pushed to their maximum for the RD 720SQ calibre, with a series of mechanical enhancements including the use of two modern materials for the micro-rotor and an increased power reserve to 72 hours. It’s available in two finishes featuring EON GOLD® cases: one displays 60 round cut diamonds and a purple calf-leather strap; the other has a black calf-leather strap. Both feature a Quick Release System for easy interchangeability and ultimate versatility.

Full exhibitor listing for Salon Privé London 2022

AlpineAston Martin Mayfair
At Pretium Jet CharterBreeze House Design
Charge CarsClive Sutton
Cranfield Aerospace SolutionsDallara
Ecurie EcosseEnvisage
EverratiH.R. Owen Ferrari
H.R. Owen BugattiH.R. Owen Maserati
Helix BellIsabell Kristensen
Jensen InternationalJess Collett Milliner
Krazy HorseLamborghini London
Land Rover SVOMajesa
McLarenMorgan Motor Company
MV AgustaOverfinch
Pal-V International BVPenhaligon’s
PininfarinaPorsche GB
Porsche DesignProdrive
Progetto 33 AGRoger Dubuis
Rolls-RoyceSloane Helicopters
Thornton Hundred MotorcyclesTushek
VenturaWarr’s Harley-Davidson


Salon Privé Concours de Vente

At the heart of the event is the unique Concours de Vente, a groundbreaking concept featuring 50 of the finest automotive classics – all of which are for sale.

Director David Bagley said: ‘All the cars in the Concours have been entered by the most respected specialist dealers from across the UK and continental Europe and will be for sale across the three days of Salon Privé London. It will be a rare opportunity to view a selection of their most significant consignments in one place. There will be judging and silverware too, with the most-prized classic car being awarded the ultimate Prix d’Honneur in the Concours de Vente Gala Dinner on the Friday night in the Great Hall of the Royal Hospital Chelsea.’

The Concours de Vente includes automotive greats such as the Barnato-Hassan Bentley racer, a Mille Miglia class-winning OSCA MT4 and the UK’s first Ferrari Daytona. They will be joined by a highly original Delahaye 135 CS and the unique AC MA-200 prototype, while entrants will cover more than 80 years of motoring history thanks to the announcement that Joe Macari will be presenting a Dallara Stradale. The lightweight 400bhp road car was developed by the renowned Italian racing car manufacturer and is intended to be a roadgoing track car.

Specialists confirmed for the Concours de Vente include: Barkaways, Classic Motor Hub, Collecting Cars, DD Classics, DK Engineering, DT Vintage, Dylan Miles Ltd, Fiskens, Girardo & Co, Graeme Hunt, Hendon Way Motors, Hofmann’s Henley, Howard Wise, Jeremy Cottingham, Joe Macari, Richards of England, RM Sotheby’s, RS Williams Ltd, Simon Drabble, Simon Furlonger Specialist Cars Ltd, The Octane Collection, Tom Hartley, Vintage Bentley and Will Stone Historic Cars.

A festival atmosphere

While the machinery on display will range from supercars to the PAL-V Liberty – the world’s first commercial flying car – Salon Privé will have plenty to see and do in addition to the motoring attractions. The shopping village will host a variety of the world’s finest luxury brands including renowned British jeweller Boodles, famous haute couture designer Isabell Kristensen, Jess Collet Milliner, and British perfume house Penhaligon’s.

Everything from Patek Philippe watches and Harley-Davidsons to Bell helicopters will be on display, alongside the first-class hospitality for which Salon Privé has long been renowned. Louis Pommery will flow and London Essence cocktail bars will offer exciting cocktails from NoMad, Louie and the Donovan Bar mixologists.

To complement this, Salon Privé has partnered with renowned and innovative hospitality group JKS Restaurants to provide guests with a unique dining offering. This will include dishes from the Michelin-starred Gymkhana, Indian BBQ classics by Brigadiers, and cult Taiwanese specialists BAO. In addition, there will be plates from Fitzrovia’s The George and Chelsea’s The Cadogan Arms, providing pub fare that celebrates the best of British produce, making Salon Privé London a real foodie’s delight.

There’s also the option to enjoy a sumptuous three-course seated luncheon in The Sloane  – the event’s exclusive VIP Hospitality Pavilion – while DJs will keep guests entertained into the evening. On the Thursday and Friday, Salon Privé London will be open until 9pm, allowing everyone to soak up the party atmosphere as dusk falls.

Please note that hospitality for Thursday and Friday within The Sloane Pavilion is now SOLD OUT, with hospitality tickets remaining for Saturday only.  Event tickets are available from

Raising funds for the Salon Privé DEC Ukraine Humanitarian Appeal, an online silent auction will start on 14 April in the week leading to the three-day luxury car event. With over 25 items available, bids can be made via

Salon Privé London is donating 20% of all entry ticket revenue to the Disasters Emergency Committee (DEC) via Work for Good. #StandWithUkraine

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