Rolls-Royce Opens Exclusive U.S. Design Studio for Ultra-Wealthy Clients #

Rolls-Royce has unveiled its first U.S. ‘Private Office,’ a discreet VIP design studio catering to ultra-wealthy clients seeking highly personalized luxury vehicles. This exclusive space is a key component of the renowned British automaker’s new strategy to boost sales and profits by focusing on customized, higher-priced vehicles rather than increasing production volume.

The Private Office, located in Manhattan’s trendy Meatpacking District, offers select customers who have ordered a car the opportunity to work directly with a designer to create a truly bespoke vehicle. Customization options are virtually limitless, ranging from unique paint colors to specially sourced materials for interiors.

This level of personalization, known as the ‘Bespoke’ program, can significantly increase the price of a Rolls-Royce. For instance, a Phantom model, which starts at just under $500,000, can exceed $1 million with extensive customization.

The Private Office itself is designed to reflect the luxury and exclusivity of the Rolls-Royce brand. Hidden behind an unmarked building and accessible only via a secure elevator, the space resembles a high-end apartment more than a traditional car showroom. It features a sleek kitchen, comfortable seating areas, and even a vinyl record collection, with only subtle hints of its automotive purpose.

This New York location is the third such facility worldwide, following openings in Dubai and Shanghai, with a fourth planned for Seoul. The company aims to bring the expertise and design capabilities of its UK factory directly to clients around the world, facilitating even the most unusual and complex customization requests.

Examples of past bespoke projects include a Phantom with a headliner featuring over one million embroidered roses, and another incorporating rare Koa wood throughout the interior, a project that took three years to source the appropriate materials.

To meet the growing demand for custom vehicles, Rolls-Royce is expanding its Bespoke workshops at its main factory. The company’s focus is not on producing more cars, but on creating higher-value, more personalized vehicles that often become cherished possessions for their owners.

The automaker emphasizes the personal connection between clients and the craftspeople who create their vehicles. Many customers visit the factory during the production process, getting to know the specialists working on their cars and feeling like part of the Rolls-Royce family.

This approach to luxury car manufacturing, prioritizing exclusivity and personalization over volume, has allowed Rolls-Royce to maintain strong profit growth despite producing fewer vehicles than some of its competitors in the luxury automotive sector.