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Rolls-Royce picks Dubai for first overseas private office

Rolls-Royce Phantom: the Dubai office will be followed by others in luxury capitals
  • Middle East is key for luxury marque, especially bespoke cars
  • Office to explore customers’ preferences and ergonomic needs

UK-based luxury car maker Rolls-Royce has opened its first overseas private office outside the UK in Dubai in a sign of the Gulf region’s growing importance to the world-famous marque.

The new Dubai outpost will be an extension of the company’s world-renowned centre of luxury manufacturing excellence in Goodwood, West Sussex, England.

The Private Office Dubai is the first in a number of similar facilities that are planned for major luxury capitals of the world over the next few years.

Rolls-Royce said the move will facilitate even closer contact and relationships with global Rolls-Royce clients.

Torsten Müller-Ötvös, CEO, Rolls-Royce Motor Cars, said: “Today’s inauguration of a permanent private office signals huge progress for Rolls-Royce.

High rollers like the bespoke services of the world-class car maker

“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. 

“Not only will we be permanently locating a member of the Rolls-Royce bespoke design team and bespoke client experience manager in this new outpost, but we will also be leveraging the very latest technology to allow our Middle East-based clients to explore our home in West Sussex remotely and see their own bespoke Rolls-Royce come to life.”

Henrik Wilhelmsmeyer, director of sales and brand, Rolls-Royce Motor Cars, added: “The Middle East region has always been an inspirational market for Rolls-Royce Motor Cars, especially when it comes to bespoke.

“What we inaugurate today is of great significance as it represents the first Rolls-Royce Private Office outside the UK. This is not a dealership; it is a unique experience where clients can bring their ideas to life.”

The new Rolls-Royce private office, located in the One Central neighbourhood, will play host to bespoke lead designer Michelle Lusby, who arrives in Dubai after eight years with the marque.

Chris Hardy also moves from Goodwood to take up the position of bespoke client experience manager. 

In response to “significant client demand”, three key programmes will be the focus of the private office in Dubai including the Rolls-Royce Coachbuild programme, High Bespoke Commissioning, and access to the Private Office Collection of one-of-one masterpiece motor cars. 

Rollers in Dubai

In a statement, Rolls-Royce said each client encounter will “explore the customer’s unique profile and their range of preferences, desires, and ergonomic needs”. 

Once a design direction has been agreed upon, clients will be given an opportunity to discuss the details of their commission directly with the engineers and craftspeople, it added.

Rolls-Royce Motor Cars is a wholly-owned subsidiary of the BMW Group and is a separate company from Rolls-Royce plc, the manufacturer of aircraft engines and propulsion systems. 

Over 2,000 people are employed at the Rolls-Royce Motor Cars’ head office and manufacturing plant at Goodwood, the only place in the world where the luxury cars are hand-built.

The first quarter of 2022 was the company’s best Q1 ever in terms for global sales, with 1,624 vehicles delivered between January and March, and demand increasing by 17.7 percent. 

Rolls-Royce said it has enough orders from customers to last until early 2023.

“Take the best that exists and make it better. When it does not exist, design it.” Henry Royce