Bobby Zagame

ZAGAME Automotive Group has opened one of the world’s biggest Rolls-Royce showrooms in Melbourne, linking the occasion with the unveiling of a bespoke personalisation program for the Dawn convertible.

The new showroom, on Swan Street in Richmond, is a purpose-built outlet with Rolls-Royce on the upper level and Aston Martin beneath. The glasshouse upper level has space for six cars, a fully-stocked bar, a full-service café and a lifestyle-themed lounge.

The building – the biggest in the Asian Pacific region outside of China – also has undercover customer parking, 15 long-term car storage spaces exclusively for customers, a three-bay service centre and a Rolls-Royce Motor Cars Ownership Services Centre.

Zagame managing director, Bobby Zagame, told GoAutoNews Premium: “I see the new showroom as an investment in Rolls-Royce.

“If you buy a $500,000 to $1 million car, you want that special experience from the showroom,” he said.

“People now expect that from the retailer. That goes for everything from exclusive handbags to jewellery – the expectations of the product are getting higher and so is the expectations of the buyer, so we have to deliver.”

Mr Zagame said the experience of buying a Rolls-Royce also has to appeal to the age group of owners, which is becoming younger.

“We’re seeing the majority of owners aged 40 to 60 whereas previously it was 50 to 70,” he said.

“We have just sold three Dawn models and the owners are all in their 40s. Models such as the Black Badge series also appeals more to the younger demographic.

“Melbourne already accounts for almost one-third of economic growth in Australia and more than 10 per cent of global ‘ultra-high net worth individuals’ ($A40 million-plus) are slated to invest in Melbourne in the next 10 years.”

Mr Zagame said he is selling 20 Rolls-Royce cars a year with Dawn selling very well. He believes the introduction of the Cullinan SUV will also prove to be very popular.

“The big four-door sedan market is diminishing and there is growing interest in the premium SUV sector,” he said.

“Obviously it won’t be an inexpensive or a high-volume car but it will hold a lot of appeal to buyers who want the best.”

The opening of the showroom coincided with the launch of the limited-edition avant-garde ‘Dawn – Inspired by Fashion’ variant of the Rolls-Royce Dawn Drophead Coupe.

Rolls-Royce Motor Cars’ Asia Pacific regional sales manager Ian Grant, said: “Rolls-Royce has recognised the Zagame family’s success in Melbourne, an authentic testament to their hard work and meticulous attention to detail in everything they do.

“Like Rolls-Royce Motor Cars, Zagame Automotive Group strives for excellence and their constant focus is on outstanding customer service. Rolls-Royce is delighted to be partnering this highly regarded luxury retailer here,” he said.

The Rolls-Royce range now consists of the Ghost, Ghost extended wheelbase, Ghost Black Badge, Wraith, Dawn and Wraith Black Badge. The Phantom finished production last year. The Cullinan SUV will be launched next year.

By Neil Dowling