Rolls-Royce Opens First Private Office Dealership In Dubai

Luxury / 1 Comment

The move is meant to be the ultimate dealership experience and go worldwide.

Rolls-Royce is opening an office in Dubai, which sounds like a move any luxury manufacturer would do, right?

In this case, the office is a giant leap forward for Rolls-Royce, which has always made a big deal about being British (despite being owned by BMW). This new Rolls-Royce Private Office is a world-first in that it's meant to be an extension of the official Home of Rolls-Royce in Goodwood, West Sussex, England.

The Private Office Dubai will be the first of many such offices that will eventually be scattered around high-income hotspots around the globe. These offices will facilitate a closer and more personal connection to customers, resulting in the classiest car-buying experience in the automotive industry. Rolls-Royce wants to get even more personal when several manufacturers want to move the car-buying experience online.

Rolls-Royce
Rolls-Royce
Rolls-Royce
Rolls-Royce

Rolls-Royce is quick to point out that these offices aren't meant to surpass the experience of visiting its real home at Goodwood, which its customers can easily afford to do. But success and wealth usually go hand-in-hand with a busy work schedule, which means little time to travel for something as trivial as buying a luxury car. And yes, spending a million is as insignificant to a billionaire as $100 is to the average middle-class American.

"For many years, we have been inviting our VIP clients to The Home of Rolls-Royce in Goodwood - and now, following significant demand, we are bringing Goodwood to the world," said Torsten Muller-Otvos, CEO, Rolls-Royce Motor Cars. "The Dubai office is the first in a number of facilities you will see in luxury capitals around the world in the next few years. At the moment, we don't have anything to share about additional locations, including North America, but as the Rolls-Royce client experience evolves, we will keep you up to date," a Rolls-Royce Americas statement added.

Rolls-Royce
Rolls-Royce
Rolls-Royce
Rolls-Royce

Naturally, the office will be filled with all the luxuries a high-end customer needs to build a bespoke car. There will be samples of the vast collection of materials available, and the customer will be talked through the various options by highly-skilled and experienced experts.

To demonstrate how serious Rolls-Royce is, it has even appointed a Bespoke Lead Designer and Bespoke Client Experience Manager. This is the first time in history these job titles will travel outside Goodwood's borders.

Bespoke Lead Designer Michelle Lusby arrives in Dubai after eight years with the British marque. She previously worked on a wide variety of exciting and exquisite projects, including the highly bespoke, one-of-one Phantom Serenity. Chris Hardy moves from Goodwood to take up the position of Bespoke Client Experience Manager, having been with Rolls-Royce for over five years.

Rolls-Royce
Rolls-Royce
Rolls-Royce
Rolls-Royce

You might wonder how this is any different from your typical Rolls-Royce dealer. When it comes to the Private Office, the focus is on bespoke and unique cars. Clients will have online access to the products built by the recently revitalized Rolls-Royce Coachbuild program.

The people within the office will build a unique character profile for each of its VIP customers. They'll have a breakdown of the client's range of preferences, desires, and ergonomic needs. This will enable them to have a pre-briefing before the client arrives, ready to pitch a one-off concept the client can further enhance to fit their exact need. In short, they'll get started on a custom Rolls-Royce Phantom, and the customer simply needs to add the final touches.

"This is not a dealership; it is a unique experience where clients can bring their ideas to life and explore our Home and our people in real-time, using seamless technology," said Henrik Wilhelmsmeyer, Director of Sales and Brand Rolls-Royce Motor Cars.

Rolls-Royce
Rolls-Royce
Rolls-Royce
Rolls-Royce

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