Rolls-Royce Launches Exclusive VIP Showroom for Ultra-Wealthy Clients Hoping to Buy Custom Cars

The Private Office allows clients to personalize their vehicles with Rolls-Royce experts.

By Thea Felicity

Oct 08 2024, 12:26 PM EDT

BRITAIN-GERMANY-AUTOMOBILE-LUXURY-ROLLS — Rolls-Royce CEO Torsten Muller-Otvos speaks by a Rolls Royce Boat Tail on show at the company's Goodwood headquarters near Chichester, southwest England on May 27, 2021. - Rolls-Royce Motor Cars, roaring back from the pandemic with record sales, launched today the most bespoke model in its long history -- the "Boat Tail" whose rear resembles a yacht deck. ADRIAN DENNIS/AFP via Getty Images

Rolls Royce is giving the ultra-wealthy an exclusive way to buy customized cars.

The luxury automotive company established its first Private Office or an exclusive VIP design studio in the US.

According to CNBC, this is accessible to ultra-wealthy individuals who want to buy custom-made or personalized Rolls-Royce cars. The showroom is available in Manhattan and is not the first of its kind. Over the years, it has been the automaker's strategy to sell highly-priced personalized vehicles to boost its sales and profits.

Under its parent company, BMW, and compared to Ferrari, Rolls-Royce remains one of the most productive automakers with 6,032 cars last year. VCPost also mentioned that the company has been making engines for planes, especially Airbus lines.

Rolls-Royce's Private VIP Showroom in New York

Similar to other Rolls-Royce VIP showrooms, the Private Office in NY will allow clients to work directly with designers, particularly the company's Goodwood UK factor, which has been handling complex custom car requests. This high level of customization increases the car price, with some reaching over $1 million.

After all, ultra-wealthy clients, often focus on turning their Rolls-Royce cars into works of art, making them more than just vehicles they drive from one place to another.

To be clear, Rolls-Royce itself stated that a Private Office is an invitation-only design studio. Meaning, it will not display cars but will have a luxurious environment so clients can explore their design options.

Rolls Royce Private Officei in Dubai — To collaborate with the Rolls-Royce Private Office is to embark on a very special journey. At the Home of Rolls-Royce in Goodwood, England, this centre of time-honoured craftsmanship forms an inspiring creative environment. Here, your imagination is ignited and your desires satisfied in exquisite detail, as master artisans realise your individual vision of the perfect motor car. Screenshot from Rolls Royce Official Website

The space will appear as if it's a high-end apartment, with an outdoor terrace and cozy seating areas. The only indication that it's Rolls-Royce's showroom is the exclusive display of customized samples and other ornaments.

Globally, it's Rolls-Royce's third exclusive design studio, with locations in Shanghai and Dubai, as well as a plan to make another in Seoul.

To explain the value behind VIP showrooms, Rolls-Royce also stated that it's a way to make clients feel that they are part of their family. Often, they visit the Goodwood factory to consult experts in creating their cars, but bringing them into closer branches will help widen their personal requests in no time.