Thinking about ordering a new Rolls-Royce? Then the means aren’t likely an issue, but if you have the time, you could fly out to the factory in Goodwood to place your order there. But customers in the Far East won’t have to go that far anymore as the luxury automaker has opened the first permanent Rolls-Royce Motor Cars Studio away from its home base.
The new location in Incheon, South Korea, offers Rolls-Royce’s elite clientele the chance not only to see some of the company’s motor cars up close (as they would in any dealership) but also customize their vehicle in the adjoining Atelier. Designed to evoke the spirit of the company’s home in England, the Atelier displays the full range of options, paint choices, wood trim, and leather upholstery choices available for order.
Not only that, but the facility – located near Seoul’s main airport – also includes a 1.6-mile closed circuit on which customers can drive the company’s latest models. Factory-trained instructors highlight the vehicles’ finer points on the only Rolls-Royce facility in the world to offer closed-course test drives.
The permanent studio follows previous seasonal installations in Cannes, France, and at Porto Cervo in Sardinia, and we wouldn’t be surprised to see a series of special editions emerge from the Korean location as well.
Rolls-Royce CEO Torsten Müller-Ötvös, making his way back from Japan, opened the landmark location before it opens its doors to the public on November 1. He also cut the ribbon on the brand’s second dealership in South Korea in the city of Busan, joining the existing showroom in the Seoul district of Gangnam.
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