The New Packard Luxury Sedan Turns Heads in the Most Unlikely Location

An iconic American luxury name has reappeared in an unexpected location: the Netherlands. Packard, a marque that hasn’t produced a new car since 1962, now graces a brand-new sedan. However, this isn’t an official revival of Packard—it’s a fully bespoke luxury vehicle built on a Bentley chassis, designed to capture what its creator calls the “Packard spirit.” Whether it succeeds is up for debate. The car’s profile gives off a hint of Lincoln Continental styling, while the front end is unlike anything else on the road. Of course, design is always a matter of personal taste.

The car, named the Packard Excellence, comes from Dutch firm JB Classic & Bespoke. Known for its stunning restorations and reimaginings—including concours-winning Nash and Facel Vega models—the company has a reputation for automotive craftsmanship. This latest creation, however, is a departure from those past projects, offering something entirely different.

Flying Spur Transformed Beyond Recognition

Originally a Bentley Flying Spur, this car has been so thoroughly reimagined that spotting any original Bentley parts is nearly impossible. According to JB Classic, the project required 17,000 hours of “passion and precision.” The client wanted a contemporary take on a Packard—combining modern performance with Luxury styling that evokes the classic brand, as if Packard had continued evolving into the 21st century.

Cinovara Design handled the initial sketches, after which the car was fully sculpted in clay—just like a true prototype from a major automaker. Once the design was refined and finalized, JB Classic’s panel beaters took over to bring the vision to life.

The team faced a significant challenge. While the car began as a Bentley, numerous changes set it apart. For instance, unlike the Flying Spur, this Packard features rear-hinged coach doors for the back seats. Because the original chassis wasn’t built for such doors, JB Classic engineered a solution using a single hinge, which involved building prototypes and extensive testing to ensure everything functioned perfectly.

The grille is the centerpiece of this car’s design—and also its most divisive feature. With outward-tilting headlights and a triple-grille layout, it’s a look that won’t appeal to everyone. Nevertheless, it undeniably makes a bold statement.

The grille’s design draws inspiration from select vintage Packard models. While not every Packard featured this look, some—particularly those from around 1940—showcased a similar style. Post-war models, such as the Packard Custom Super Clipper, also echoed this distinctive front end. Whether you love it or not, the design maintains a connection to the brand’s heritage.

12 Cylinders, Uniquely Packard

Echoing some of Packard’s most Luxury models, this car boasts 12 cylinders. Unlike the original Packards, which used V engines, it features Bentley’s distinctive W-shaped configuration. Presumably, it’s the familiar 6.0-liter twin-turbo W12, producing around 626 horsepower. JB Classic & Bespoke, however, has not released any official details about the powertrain.

So what’s next for this revived Packard? In short, nothing—there are no plans beyond this single example. JB Classic & Bespoke confirmed in an email to HARJA that it’s a one-off creation for a client associated with the Dutch Packard Collection. When asked about any official ties to Packard American Motors Company LTD—the entity seemingly holding the Packard name in Ohio—they didn’t provide a clear answer, indicating this is not an official brand revival.

Interestingly, the website Packardmotors.us once served as a modern online hub for Packard information. However, as of just 24 hours before this article’s publication, the site now appears as an inactive Shopify store. We’ve contacted the current Packard trademark holder for further details and will provide updates if any new information emerges.

For now, there’s no concrete plan to revive the legendary American luxury brand. This bespoke creation will remain a one-off, unless another client commissions JB Classic & Bespoke for a new, modern interpretation of the classic Packard.