Rolls-Royce NYC Private Office showroom caters to top-tier clients [Video]

Rolls-Royce has opened its first U.S. “Private Office,” a secret VIP design studio for ultra-wealthy clients who want highly personalized cars.

The Private Office, in Manhattan’s trendy Meatpacking District, is central to the fabled British automaker’s new strategy of growing sales and profits from selling more customized, higher-priced vehicles rather than boosting production. Rolls-Royce produced 6,032 cars last year, less than half the production of Ferrari, yet continues to generate strong profit growth for its parent company BMW.

While Rolls-Royce customers have been customizing their rides for decades, the Private Office brings the concept of a personalized Rolls to a whole new level. Once select customers order a car from a dealer, they can go to the Private Office to work with a designer to create an entirely personalized car — from special paint colors to their favorite fabrics, woods, …