Packard, once one of the most prestigious names in American luxury automobiles, is making an unexpected return to the automotive world—67 years after it last rolled off production lines. This time, it’s not the work of a major automaker, but a passionate revival spearheaded by Dutch coachbuilders JB Classic & Bespoke. With an air of exclusivity and craftsmanship, the reborn Packard takes on the form of the "Excellence," a stunning luxury sedan based on the Bentley Flying Spur.
Packard's illustrious history dates back to the early 20th century when the brand was revered alongside Rolls-Royce and Bentley for its superior craftsmanship and high-end engineering. However, after ceasing production in 1958, the iconic American marque faded into obscurity. The brand made a brief attempt at revival in the 1990s under Roy Gullickson, who bought the rights to the Packard name. Unfortunately, despite an ambitious plan to introduce a new Packard Twelve, the project faltered due to financial constraints, and the name once again returned to dormancy.
Fast forward to today, and Packard's revival has found new life in the form of the Packard Excellence, a bespoke luxury vehicle built from the bones of a Bentley Flying Spur. This stunning creation required an astonishing 17,000 hours of painstaking labor from JB Classic & Bespoke, with each detail meticulously crafted to ensure the car matched the heritage of the Packard name.
The Excellence is no mere rebadge or superficial reworking. The Dutch coachbuilders have engineered an entirely bespoke body that evokes the glory of Packard’s vintage models, including features like the signature Packard grille, suicide doors, and the Goddess of Speed ornament—a throwback to Packard’s golden age. The exterior design also includes custom-designed headlights and intricate stainless steel trim, further enhancing the car’s uniqueness and luxury.
While JB Classic & Bespoke were responsible for the body and restoration work, the design and engineering were entrusted to Cinovara Design, a respected Dutch design firm known for its work in the luxury automotive industry. Drawing from various influences, including previous failed attempts to revive Packard in the form of rebadged luxury cars such as the Facel Vega Excellence, Cinovara Design imbued the Excellence with its own unique road presence and character.
One of the standout elements of the Excellence is its blend of historical elements and modern luxury. Though the car captures the essence of Packard’s past, its rear three-quarter view reveals unmistakable influences from the Bentley Flying Spur, with its squared-off haunches and proportions. Despite this, the overall design maintains a distinct identity, with the traditional elegance and gravitas associated with Packard's heritage.
The Excellence marks an exciting and unexpected chapter in the Packard story. While it might not have been on anyone’s radar at the start of the year, the car has garnered attention for its craftsmanship, vision, and rarity. Only a select few will ever have the opportunity to own such a vehicle, but there is hope among enthusiasts that JB Classic & Bespoke may consider producing a limited run of these reborn Packards, each more exclusive than the last.
With the Packard Excellence, the legendary marque is back, and this time, it’s a true celebration of luxury, craftsmanship, and automotive history. It might not be the Packard we remember from decades ago, but it’s certainly one worth admiring.
