ROLLS-ROYCE MOTOR CARS OPENS A NEW CHAPTER IN BESPOKE LUXURY IN AUSTRALIA WITH REIMAGINED SYDNEY SHOWROOM

• Rolls-Royce Motor Cars Sydney officially unveils its reimagined showroom – the first in Australia to embody the marque’s landmark retail design language
• The highly contemporary showroom environment is purpose-built for a new generation of self-made, distinctly individual Australian clients who demand experiences that are entirely their own
• Opening graced by Julian Jenkins, Director of Sales & Brand, and Irene Nikkein, Regional Director Asia-Pacific, Rolls-Royce Motor Cars
• The Sydney showroom signals the marque’s profound commitment to the Australian market and to the art of Bespoke commission
  
  
  

“Australia has been part of the Rolls‑Royce story from the very beginning, with only the 54^th Rolls-Royce to be made ordered by Australian Archibald Black in 1906, and today we are proud to write its next chapter. While Goodwood remains our home, showrooms such as this bring the marque to life for our clients; it is where their vision of a Bespoke motor car is first imagined and where their Rolls-Royce journey begins. This new showroom reflects our commitment to Australia and our valued partnership with Autosports Group. As the face and voice of the marque in Sydney, they play an important role in connecting our clients and friends of the brand with the elegance and craftmanship of Rolls-Royce Motor Cars.”
Julian Jenkins, Director of Sales & Brand, Rolls-Royce Motor Cars

“Rolls-Royce Motor Cars Sydney has been on an extraordinary journey, and this reimagined showroom is the natural expression of where we stand today. Our clients are among Australia’s most dynamic and creative individuals; they don’t simply want a motor car – they want to commission a statement of who they are. This space has been designed precisely for them: an environment that inspires, invites exploration, and transforms the act of acquiring a Rolls-Royce into an experience they will remember for a lifetime.”
Nick Pagent, CEO & Managing Director, Autosports Group


Rolls-Royce Motor Cars has unveiled its first reimagined showroom in Australia. The Sydney showroom opened on 18 June 2026, marking a significant milestone for the marque in this country and reinforcing its commitment to one of the most vibrant luxury markets in the Asia-Pacific region. The opening was celebrated in the presence of Julian Jenkins, Director of Sales & Brand at Rolls-Royce Motor Cars and Irene Nikkein, Regional Director Asia-Pacific.

The Sydney showroom also represents the continued commitment and strategic investment by Autosports Group in the Rolls-Royce Motor Cars marque. Following the successful opening of the Auckland showroom in April 2025, this latest development further strengthens the group’s dual-market presence across Australia and New Zealand – reinforcing confidence in the region’s long-term growth and the increasing sophistication of its luxury clientele.

The revitalised three-car showroom on O’Riordan Street, Alexandria is the first in Australia to present Rolls-Royce’s bold retail design language in its full expression: a philosophy that has now been delivered across the marque’s finest global outposts, and which arrives in Sydney as a benchmark of what a Rolls-Royce client encounter can, and should, be.

More than a redesign, the opening signals a broader shift in how luxury is experienced in Australia and the evolving expectations of the new generation of clients seeking not only exceptional craftsmanship, but meaningful, bespoke experiences that reflect their personal identity. Demand for highly Bespoke motor cars has grown consistently, and Australian clients are increasingly commissioning works of remarkable complexity and ambition, such as Black Badge Ghost Gamer – a trajectory that mirrors the global record growth in Bespoke content value seen at Goodwood year upon year. The Sydney showroom has been conceived to meet this demand, offering an immersive space in which clients can shape their own Bespoke vision.

Drawing inspiration from the city’s celebrated interplay of harbour light, natural space and architectural confidence, the showroom translates the marque’s global design direction into an environment that is unmistakably ‘Sydney’. The entrance, artfully inspired by Rolls-Royce’s iconic Pantheon Grille, offers a discreet and elegant preview of the extraordinary world within, while the Spirit of Ecstasy presides over a space where cutting-edge luxury and the marque’s storied heritage converge seamlessly. Every element has been considered to create a welcoming client experience.

At the heart of the new showroom lies the Bespoke Commissioning Atelier: a dedicated, space where clients can explore the full breadth of Rolls-Royce craftsmanship and bring their own vision to life. Here, an extensive range of materials, finishes, and detailing options – from rare wood veneers to intricate embroidery threads – allows clients to create motor cars that are uniquely their own.

Honouring the city’s rich creative culture and natural grandeur, the showroom’s Cabinet of Curiosities presents a curated selection of objects, materials, and references drawn from the Australian landscape and its artistic traditions, offering a rich source of inspiration for clients embarking on a Bespoke commission.

Reflecting the growing significance of Bespoke in Australia, the Sydney showroom provides clients with a dedicated environment in which to explore new ideas and realise highly individual commissions. It reinforces Rolls-Royce's commitment to delivering an experience as personal as the motor cars it creates.