Rolls-Royce has opened its first “private office” in the United States, a secret VIP design studio for ultra-wealthy customers looking for highly personalized cars.
A private office in Manhattan’s trendy Meatpacking District is the site of the famous British automaker’s new plan to boost sales and profits by selling more customized, higher-priced cars rather than increasing production. It is central to the strategy. Rolls-Royce produced 6,032 cars last year, less than half of its total car production. ferrari, Parent company continues to have strong profit growth BMW.
Rolls-Royce customers have been customizing their vehicles for decades, but Private Office takes the concept of a personalized Rolls to a whole new level. Once selected customers order a car from a dealership, they go to a private office and work with a designer to create a fully personalized car, from special paint colors to preferred fabrics, woods, lighting schemes and other materials. You can create a car.
“They may want to match the appearance of the Rolls-Royce to the eye color of their dog,” said Chris Brownridge, CEO of Rolls-Royce. “They may want to install interior panels in their car using mother-of-pearl from a private collection.With direct access to our team, we can make such requests a reality. , the possibilities are truly endless.”
Chris Brownridge, CEO of Rolls-Royce.
CNBC
Rolls-Royce calls its top-level personalization its ‘Bespoke’ programme. Creating a bespoke roll can add hundreds of thousands of dollars to the sticker price, but a Rolls-Royce Phantom costs just under $500,000, and some cars have total selling prices of more than $1 million.
Private offices are reserved for the most complex and expensive bespoke projects. Since we are not a dealer, we do not have actual vehicles on display. To enter the private office, customers press a black security screen on the outside of the unmarked building and take a secure elevator to the top floor.
A private office with a sleek black kitchen, low sofa, dining table, outdoor terrace and turntable stacked with classic rock and jazz records looks more like a billionaire’s mansion than a car showroom. I can see it. The only hint that this is a Rolls-Royce facility comes after samples of paint colours, threads, leather, metals and the famous ‘Spirit of Ecstasy’ bonnet ornament in a variety of finishes. A row of shelves along the wall.
Rolls Royce Phantom Syntopia.
Provided by: Rolls Royce
The New York private office will be the company’s third in the world, following Dubai, United Arab Emirates, which opened in 2022, and Shanghai in 2023. The company is opening a fourth office in Seoul, South Korea.
Brownridge said the aim is to bring the expertise and design capabilities of the UK Goodwood factory to customers around the world. This becomes especially important as client requests become more specialized and complex.
One Rolls-Royce customer wanted a car inspired by flowers. Rollsteam created an extended wheelbase Phantom with a headliner covered in embroidery of more than a million roses. Another client who loves Hawaii and has a favorite rocking chair made from rare koa wood wanted a koa-themed Rolls. Koa trees are protected in Hawaii, so only dead or naturally fallen koa trees can be harvested. Mr. Rolls spent three years searching for the right wood and used it for the dashboard, center console, and doors to create the Core Phantom. The company also created matching picnic baskets and tables. The entire package took over 500 hours to create.
Custom Rolls Royce Core Phantom interior.
Provided by: Rolls Royce
“Many of these customers will never sell their cars,” Brownridge said. “It’s very personal and it means a lot to them.”
To accommodate the proliferation of custom cars, Rolls-Royce is also expanding its bespoke workshop in Goodwood. Brownridge said the goal is not to produce more cars, but to produce more customized cars with higher value.
“As our fees have become more sophisticated, our business has become more successful,” Brownridge said. “Our real mission is to create value for our shareholders, to create value for our retail partners, but most importantly, to create value for our clients. Creating a masterpiece for someone means more than just a car.”I often say that the fact that it has four tires makes me so happy to have it because it truly is a work of art. . ”
Mr Brownridge said customers would not only visit the Goodwood factory but also get to know the paint shop experts, woodworkers, embroidery experts and other team members as they build their special Rolls-Royce. That’s what it means.
“Every customer I meet says that what makes Rolls-Royce so special is that they feel like they are part of the family,” he said. “They’re not customers for us. They’re part of Rolls-Royce. A lot of our customers come to Goodwood, and they know the people who make their cars. It’s not just a personal connection with the car. It’s a personal connection with the entire team that creates these great things.”
