What Lunaz does

Lunaz is a privately held UK automotive design house that restores, modernises and electrifies classic British luxury vehicles, operating from its headquarters and factory at Silverstone Technology Park in Towcester (registered office in Oxford) under the legal entity Lunaz Tech Ltd. Founded in 2018 by David Lorenz, the company serves ultra-high-net-worth collectors globally through bespoke commissions and defined limited-production series spanning Rolls-Royce, Bentley, Aston Martin, Jaguar and Range Rover models. The firm began by creating the world's first electric Rolls-Royce in 2018 and the world's first electric Bentley in 2019, establishing first-mover credentials in electric classic car conversions.

Lunaz's core capability is proprietary in-house electric powertrain integration combined with full-stack restoration and coachbuilt craftsmanship—restoration, fabrication, body preparation, paint, wiring, trim and final assembly all performed under one roof. The product portfolio comprises four lines: Coachbuilt by Lunaz (one-of-one Bentley and Rolls-Royce commissions), DB Series by Lunaz (restored Aston Martin DB5/DB6 grand tourers, including a newly developed 5.0-litre naturally aspirated engine and limited Blushed Pink and Midnight Editions), RRC Series by Lunaz (Range Rover Classic restorations limited to twelve units, in Electric or V8 configurations and four body forms), and XK by Lunaz (Jaguar XK restorations created only by request). The firm also offers Collection Curation Services helping collectors build coherent multi-vehicle collections.

Revenue is generated through individually priced commissions rather than a published price list; publicly cited benchmarks include a fully electric Rolls-Royce Phantom V at over £1 million, with coachbuilt Bentley/Rolls-Royce commissions priced even higher. The go-to-market model is direct-to-client, with no dealership network: clients engage via allocation enquiries, private consultations, factory viewings by appointment, and an event calendar anchored at Goodwood Revival and Festival of Speed, plus international concours appearances (Savile Row, Bahrain, Miami, Amelia Island, Moda Miami) and venue-hosted launches at Jack Barclay Bentley and The Peninsula London. Marketing relies on earned media coverage (Wallpaper, TopGear, RobbReport, SupercarBlondie) and owned social channels (Instagram, Facebook, X). The company operates with 51–100 employees and is bootstrapped, with no disclosed institutional investors, parent entity, or subsidiaries.

Name

Lunaz

Legal name

Lunaz Tech Ltd

Website

https://bylunaz.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Lunaz is a UK-based automotive design house that restores, modernises and electrifies classic British luxury vehicles—Rolls-Royce, Bentley, Aston Martin, Jaguar and Range Rover—through bespoke one-of-one commissions and limited-production series, serving ultra-high-net-worth collectors worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Bespoke Coachbuilt Commissions: One-of-one custom car restorations and modernisations for Bentley and Rolls-Royce. Each commission is uniquely shaped around the client, the car, and the story it deserves to tell. Premium pricing reflecting the bespoke nature and craftsmanship involved.
2. DB Series Limited Production: Defined series of restored Aston Martin DB5 and DB6 with new 5.0-litre naturally aspirated engines. Curated in detail, crafted in execution. Editions include Blushed Pink Edition and Midnight Edition.
3. RRC Series Limited Production: Range Rover Classic restorations limited to twelve units. Available in Electric and V8 variants with multiple body forms including two-door, four-door, roofless, and long wheelbase configurations.
4. XK Series Limited Production: Jaguar XK restorations created only by request in strictly limited numbers for clients seeking graceful expressions of British motoring heritage.
5. Collection Curation Services: Beyond individual car commissions, Lunaz helps collectors build coherent automotive collections, sourcing, shaping and curating cars of lasting significance with consistent design language across multiple vehicles.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Lunaz is an automotive design house that restores, modernizes and electrifies the world's most significant classic British vehicles, including Rolls-Royce, Bentley, Aston Martin, Jaguar and Range Rover. The company delivers strictly limited and one-of-one commissions through in-house design, engineering, fabrication, body preparation, paint, wiring, trim and final assembly under one roof at Silverstone Technology Park in the UK.

Product overview

Lunaz is an automotive design house specializing in the restoration, modernization, and electrification of the world's most significant classic motor cars. The company operates as a design house offering four distinct product lines: Coachbuilt (one-of-one bespoke commissions for Rolls-Royce and Bentley), DB Series (Aston Martin DB5 and DB6), RRC Series (Range Rover Classic in Electric and V8 configurations limited to twelve units), and XK by Lunaz (Jaguar XK restorations). Each car is restored and elevated through modern engineering, craftsmanship, and design, combining heritage preservation with contemporary performance and zero-emission capabilities where applicable.

Differentiator

Problem solved

Functional benefit

Brands

• House of Lunaz: The combined branding of the company's factory and workshop operations at Silverstone Technology Park.
• DB Series by Lunaz
• RRC by Lunaz
• XK by Lunaz
• Coachbuilt by Lunaz

Products and services

• Coachbuilt by Lunaz One-of-one bespoke coachbuilt commissions for Rolls-Royce (Phantom, Silver Cloud) and Bentley (Continental, Cloud, Flying Spur) vehicles. Each commission is a unique expression created in close collaboration with the client, featuring hand-crafted interiors, modern powertrains and restored coachbuilt body forms. Targeted at ultra-high-net-worth collectors seeking the pinnacle of the company's offering.
• DB Series by Lunaz A defined series of restored and modernised Aston Martin DB5 and DB6 grand tourers featuring a newly developed 5.0-litre naturally aspirated engine designed to deliver greater performance, refinement and drivability while preserving the character of the original Aston Martin grand tourer. Curated in detail and crafted in execution, with defined editions such as the Blushed Pink Edition and Midnight Edition.
• RRC Series by Lunaz Reimagined Range Rover Classic restorations available in Electric (with instant torque and all-terrain capability) and V8 (naturally aspirated for power and range) variants, limited to twelve units. Features modernised interiors with contemporary comfort and four body forms: two-door, four-door, roofless and long wheelbase.
• XK by Lunaz The inaugural Lunaz series restoring and modernising Jaguar XK classics, establishing the company's philosophy of combining precision engineering with timeless design. Created only by request in strictly limited numbers for clients seeking graceful expressions of British motoring heritage.
• Collection Curation Services Beyond individual car commissions, Lunaz helps collectors build coherent automotive collections by sourcing, shaping and curating cars of lasting significance with a consistent design language across multiple vehicles. Targeted at collectors seeking to assemble unified multi-vehicle collections.

Quantifiable outcome

• World's first electric Rolls-Royce created in 2018
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Mark's ClubminorGTM or Marketing PartnerHost of exclusive private dinners for Lunaz clients, collectors, and friends. July 2025 dinner at Mayfair location hosted with Richard Caring, featuring Duke of Richmond as guest speaker on heritage and innovation.
• Jack Barclay BentleyminorGTM or Marketing PartnerPrestigious Bentley showroom in Mayfair, London. Hosted exclusive Lunaz evening in May 2025 celebrating the coachbuilt Bentley programme, with launch of latest Bentley Flying Spur by Lunaz. Over 200 guests attended.
• The Peninsula LondonminorGTM or Marketing PartnerLuxury hotel venue for landmark launch event in April 2026. Lunaz hosted unveiling of latest coachbuilt cars in the ballroom, welcoming 200 clients, collectors, friends and partners. Central unveiling of one-of-one commission Bentley.
• Goodwood EstatecoreGTM or Marketing PartnerHome of Goodwood Revival and Goodwood Festival of Speed - the two most important weekends in the Lunaz calendar. Lunaz hosts family, friends, clients and partners at these events described as celebrating everything about motoring: style, craft, history, theatre. Revival is a celebration of the world Lunaz cars belong to. Festival of Speed hosts new car launches.
• Amelia Island Concours d'EleganceminorGTM or Marketing PartnerPrestigious automotive concours event. Lunaz listed as having upcoming appearances, indicating participation in this high-profile collector car exhibition.
• Savile Row ConcoursminorGTM or Marketing PartnerExclusive automotive event in London's Savile Row district. Lunaz participates alongside other prestigious automotive brands and collectors.
• Bahrain ConcoursminorGTM or Marketing PartnerInternational automotive concours event in Bahrain. Lunaz participates to reach Middle Eastern collector community.
• Miami ConcoursminorGTM or Marketing PartnerPrestigious automotive event in Miami. Lunaz participates to engage with American collector community.
• Moda MiamiminorGTM or Marketing PartnerExclusive automotive lifestyle event in Miami. Lunaz participates to showcase craftsmanship to affluent American collectors and enthusiasts.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ares Design: Italian coachbuilder and restomod specialist producing modernised interpretations of classic De Tomaso Pantera, Land Rover Defender and other iconic vehicles. Comparable bespoke, low-volume luxury business model targeting the same global UHNW collector audience.
• David Brown Automotive: British remastering house producing modernised versions of the Aston Martin DB5/DB6 and Mini Remastered. Direct peer in the British luxury classic remastering niche, targeting ultra-high-net-worth buyers with bespoke coachbuilt-style commissions.
• Eagle E-Types: UK specialist rebuilding and restomodding the Jaguar E-Type with bespoke commissions. Comparable to Lunaz's XK Series and broader Jaguar heritage work, with similar bespoke craftsmanship positioning for collectors.
• Everrati: UK-based specialist that designs and engineers electric powertrain conversions of iconic classic cars (e.g., Porsche 911, Land Rover Defender, Mercedes-Benz SL). Closest direct competitor to Lunaz in the electrified classic luxury segment with comparable ultra-premium positioning and similar target clientele.
• Touring Superleggera: Italian coachbuilder producing ultra-low-volume reimaginations of classic cars (e.g., Disco Volante, Aero 3). Comparable ultra-premium, low-volume bespoke coachbuilt positioning addressing the same global collector market as Lunaz.
• Icon 4x4: California-based classic 4x4 restomod specialist (Bronco, Land Cruiser, Defender). Directly comparable to Lunaz's Range Rover Classic programme in product category, price point, and bespoke limited-production approach.
• Singer Vehicle Design: California-based restomod house restoring and reimagining the Porsche 911. Closely aligned with Lunaz in business model (bespoke commissions, ultra-premium pricing, limited production, strong brand cachet) though focused on Porsche rather than British luxury marques.
• Electrogenic: UK-based EV conversion company offering drop-in electric powertrains for classic cars including Jaguar E-Type, Porsche 911 and Rolls-Royce. Operates in the same electrification-of-heritage category as Lunaz with comparable engineering depth.
• Jensen International Automotive: British continuation and restomod specialist for the Jensen Interceptor and FF. Comparable bespoke classic British car revival business model with similar target customer and limited-production economics.

Broad incumbents

• Rolls-Royce Motor Cars: Parent marque for one of Lunaz's core product lines and a potential future OEM partner for electrified heritage commissions. Operates in the same ultra-luxury segment and increasingly offers electrified models that overlap with Lunaz's value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Lunazdesign
• Facebookfacebook.com/lunazdesign
• Instagraminstagram.com/lunazdesign?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==
• LinkedInlinkedin.com/company/lunaz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lunaz