Rolls-Royce opens its world's-first ‘Boutique Showroom' in Bangkok

Recently, Tesla received some flack for selling cars direct to its customers in its showrooms, often located in busy shopping malls. Although Texas has banned Tesla from operating its storefront showrooms and other states might follow suit, the idea appears to have automakers rethinking the automotive sales experience.

Rolls-Royce today announced that it has opened its first ‘Boutique Showroom’ in a luxury shopping mall in Bangkok, Thailand.

Thailand - and Asia as a whole - has recently seen an explosion in luxury car sales. Eager to capitalize on this, Rolls-Royce has decided to buck the luxury sales trend and open a hands-on, lounge-like showroom.

In the new Rolls-Royce storefront, customers can specify and customize virtually every piece of their Rolls-Royce down to the treadplate. The bespoke British luxury brand offers more than 44,000 different colors of leather and also allows buyers to dream-up their own paint color, should one of the factory options not be quite up to muster. Some customers, Rolls-Royce brags, have even asked that the wood fitted to their Rolls-Royce come from their own orchard. Rolls-Royce is more than happy to accommodate.

One of the main attractions of a lounge-like showroom is not only the personal attention but also the benefit of being able to touch and experience each detail before the customer specifies it for his or her own car.

With the new showroom, Rolls-Royce also introduces some never-before-seen accessories to Thailand including the Rolls-Royce neck scarf made from 100% Italian Silk, with a white Spirit of Ecstasy pattern.

“Siam Paragon is now home to the ultimate in super-luxury motoring: Rolls-Royce Motor Cars,” said Chatvithai Tantraporn, General Manager of the new Rolls-Royce showroom. “We welcome the boutique into the Rolls-Royce Motor Cars Bangkok family as a space that fits into our customers’ lifestyle, enabling them to visit us during their retail time or to join us for exclusive events and showcases of our highly bespoke collections.”