Forget Dealerships, Rolls-Royce Opens Private NYC Apartment For Wealthiest Clients

Luxury car brands like to give their customers the ultimate white-glove experience, guiding them through every step of the ordering process and allowing them to make bespoke personalizations. Typically, this is done at a dealership, but not even the fanciest dealer is enough for Rolls-Royce, and it now has an even more exclusive location to place an order in North America.

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Earlier this month, the British carmaker inaugurated what it dubs its ‘Private Office’ in New York City. The office, which is a luxury apartment in New York’s Meatpacking District, joins other Private Office locations in Shanghai and Dubai. Rolls-Royce says it’s opened this new location to cater to the ever-growing demand from clients for bespoke options.

Read: Rolls-Royce Spectre Semaphore Looks Like Someone Spilled Paint On Its Hood

Clients can arrange an appointment at the New York location where they can interact with a US-based designer and specialist client experience manager. These staff will work with the client to make their automotive dreams come true and can show them several different fabrics, paints, leathers, and textiles.

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The office encompasses 6,000 square feet and includes a terrace. Rolls-Royce says North America accounts for roughly a third of business revenue from its bespoke business and one of every three Rolls-Royces sold in the region has custom options. Prior to opening Private Offices in New York, Shanghai, and Dubai, clients would have to travel to the marque’s British headquarters in Goodwood to get the ultimate white-glove treatment. A fifth Private Office will open in Seoul by the end of this year.

“Today’s inauguration of a permanent Private Office in New York marks a key moment for Rolls-Royce Motor Cars in the Americas,” Rolls-Royce chief executive Chris Brownridge said. “Our investment in this office is in response to the steadily increasing engagement we see from our North American clients in this region, constantly challenging our designers to create and develop even more exciting and ambitious commissions.”

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