ROLLS-ROYCE UNVEILS A NEW ERA OF BESPOKE LUXURY IN SYDNEY
The world’s most prestigious automotive marque has unveiled its reimagined Sydney showroom, creating a new destination for Australia’s growing cohort of ultra-high-net-worth buyers seeking deeply personalised luxury.
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Rolls-Royce has opened a new chapter in its Australian story, unveiling a reimagined Sydney showroom designed to cater to a new generation of wealthy clients who view luxury not as a product, but as a personal expression of identity.
Located on O’Riordan Street in Alexandria, the showroom is the first in Australia to embody the marque’s latest global retail design language and reflects the growing importance of the local market for Rolls-Royce’s highly bespoke commissions.
The unveiling comes as demand for personalised luxury experiences continues to grow among affluent Australians, with Rolls-Royce reporting increasing interest in highly customised vehicles featuring unique materials, finishes and design elements.
Julian Jenkins, Director of Sales & Brand at Rolls-Royce Motor Cars, said Australia has been part of the marque’s story since its earliest days.
“Australia has been part of the Rolls-Royce story from the very beginning, with only the 54th Rolls-Royce to be made ordered by Australian Archibald Black in 1906, and today we are proud to write its next chapter,” Jenkins said.
More than just a showroom, the new space has been conceived as an immersive luxury environment where clients can begin commissioning a vehicle tailored to their tastes.
At its heart is the Bespoke Commissioning Atelier, a dedicated space where prospective owners can explore an extensive range of materials, finishes and detailing options, from rare wood veneers to embroidery threads, allowing them to create a vehicle that is uniquely their own.
The showroom also features a “Cabinet of Curiosities” that showcases objects and references inspired by the Australian landscape and creative culture, designed to spark ideas for future commissions.
Nick Pagent, CEO and Managing Director of Autosports Group, which operates Rolls-Royce Motor Cars Sydney, said today’s luxury buyers are increasingly seeking products that reflect their individuality.
“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,” Pagent said.
The opening also signals Rolls-Royce’s confidence in the Australian luxury market, which the company describes as one of the most vibrant in the Asia-Pacific region. The Sydney showroom follows the opening of a new Rolls-Royce showroom in Auckland in 2025, strengthening the brand’s presence across Australia and New Zealand.
For Rolls-Royce, the investment is about far more than displaying motor cars. It reflects a broader shift in luxury consumption, where affluent buyers increasingly seek experiences, craftsmanship and personalisation over standardised products.
In that sense, the new Sydney showroom is less a dealership and more a luxury atelier, one designed to help clients transform an idea into a one-of-one Rolls-Royce.
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BMW has reworked its flagship sedan around Neue Klasse technology, an 8K rear screen and extensive customisation.
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The luxury sedan may no longer dominate the prestige market, but BMW is betting that its most traditional flagship can become the clearest showcase of its newest technology.
The new-generation 7 Series introduces Neue Klasse systems to BMW’s luxury range, combining a fresh design language with upgraded electric hardware and a cabin built around multiple digital surfaces.
The headline interior technology is BMW Panoramic iDrive, supported by the marque’s Operating System X. A passenger display joins the dashboard, while the vast 31.3-inch rear Theatre Screen has been upgraded with 8K resolution, Dolby Atmos capability and integrated video conferencing. It is an unusually literal interpretation of the executive car as a mobile office and private cinema.
Electric i7 variants lead the rollout in some markets. BMW says its sixth-generation cylindrical battery cells improve energy density and range, with the i7 50 xDrive quoted at up to 452 miles on the WLTP cycle in UK specification. Combustion and plug-in hybrid versions remain part of the broader range, allowing BMW to serve markets moving towards electrification at different speeds.
The exterior introduces a more monolithic face, minimalist crystal headlights and an illuminated interpretation of the kidney grille. Buyers who want greater individuality can access an expanded BMW Individual palette with hundreds of possible combinations, including a dual-finish paint process described by the company as a world first.
The model will be produced at BMW Group Plant Dingolfing in Germany, where all drivetrains can be assembled on the same line. That flexibility matters: the upper-luxury segment has global reach, but demand for electric, hybrid and combustion power varies sharply by region.
For Australian buyers, the decisive details remain local. Model mix, pricing, range certification, charging specifications and delivery timing should be confirmed by BMW Australia before publication. Overseas specifications provide the clearest view yet of the car’s direction, but should not be presented as guaranteed Australian equipment.
The latest 7 Series is therefore less a single powertrain proposition than a statement of intent. It argues that the prestige sedan can remain relevant by offering something an SUV struggles to replicate: formal presence, rear-seat theatre and the sense that the entire car has been designed around arrival.
Fact box
Model: New-generation BMW 7 Series/i7
Technology: BMW Panoramic iDrive, Operating System X, passenger display
Rear entertainment: 31.3-inch 8K Theatre Screen with available Dolby Atmos
Production: BMW Group Plant Dingolfing, Germany
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