Rolls-Royce has opened its first U.S. “Private Office” in New York City’s Meatpacking District, designed to cater to the ultra-wealthy who want fully customized luxury cars.

The office is a key part of the company’s new strategy to boost profits by offering highly personalized, higher-priced vehicles, rather than increasing production.

Clients can work directly with designers to create one-of-a-kind cars, selecting everything from unique paint colors to custom interiors, often incorporating personal elements like rare materials or specific design inspirations.

The Private Office reflects Rolls-Royce’s dedication to craftsmanship and exclusivity, with bespoke projects adding hundreds of thousands of dollars to the base price of its luxury models.