Buying a luxury car isn’t just about horsepower or heated seats—it’s a ticket into an entirely different kind of experience. For those stepping into the world of high-end automobiles, the perks go far beyond what’s under the hood.

From custom design studios and members-only lounges to hands-on adventures and once-in-a-lifetime travel, top-tier automakers are transforming car ownership into a personalized lifestyle.

Here’s a look at how luxury car brands are turning customers into VIP guests, offering perks that go far beyond the drive.

Design Studios That Redefine Customization

Aston Martin’s Q Studio

Aston Martin doesn’t just hand you a brochure of leather samples and paint chips. Their Q Studio in NYC feels more like a private living room than a dealership. Inside, guests are invited to sit down with a design team and customize their car in real time.

A 35-foot-wide screen brings each customer’s vision to life, down to the stitch of the leather or the color of the brake calipers. The vibe is calm, yet completely immersive.

Rolls-Royce Private Office

Instagram | slmagazine | Rolls-Royce’s Private Office in the Meatpacking District is a referral-only space for deeply personal design experiences.

Rolls-Royce keeps things deeply personal at its Private Office in the Meatpacking District. Access is by referral only, and the environment feels more like a design sanctuary than a studio.

A stainless-steel column wall mimics the brand’s Pantheon grille, and clients can explore materials used in their car—leathers, woods, and metals—in a gallery-style space. Every part of the process is tailored, ensuring the final creation is anything but ordinary.

Brand Lounges With VIP Access

Lamborghini Lounge

Hidden in Manhattan’s art scene, the Lamborghini Lounge offers an appointment-only experience. It doubles as a showroom, event space, and a place to collaborate with designers on your dream build. Want to reveal your custom supercar in front of your closest friends? They’ll make that happen.

Genesis House

Genesis blends luxury with cultural elegance. Inside Genesis House, visitors can enjoy Korean fine dining, an expansive tea pavilion, and breathtaking views of the Hudson River. Downstairs, there’s a showcase of Genesis models and an area to test out car materials. A packed calendar of events—from fashion shows to curated dinners—keeps the space vibrant year-round.

Experiences That Go Beyond Driving

Bentley’s Dual Personality

Instagram | thepreserveri | Bentley Bentayga owners can explore off-road capabilities at The Preserve Sporting Club.

Bentley gives its owners two lifestyle choices – rugged or refined. Off-road fans can visit The Preserve Sporting Club to test the Bentayga on wild trails. Prefer sleek city living? Bentley Residences offer luxe condos with in-unit car elevators and a living room view of your garage—ideal for admiring your car as you sip morning coffee.

Mercedes-Benz Manufaktur Weekends

The Manufaktur program is all about customization, but Mercedes-Benz takes it a step further with weekend retreats. Hosted at Auberge Resorts, guests can enjoy gourmet food, private concerts, and the opportunity to design a one-of-a-kind Mercedes with expert help.

More Than a Purchase—It’s a Journey

Maserati Fuoriserie

Maserati gives its clients a chance to travel to its Italian headquarters and co-create a custom car through the Fuoriserie program. Whether it’s the classic “Corsa” style or the forward-thinking “Futura” mode, the final design is tailored to fit the owner’s personality and lifestyle.

Volvo Overseas Delivery

Volvo offers something most brands don’t: a trip to Sweden with every qualifying car purchase. Through the Overseas Delivery program, Volvo buyers get flown to Gothenburg, tour the factory, drive their new car through the scenic countryside, and then have it shipped home. It’s a thoughtful nod to the brand’s roots—and a clever way to build long-term loyalty.

Track Days and Off-Road Adventures Included

BMW and Porsche Track Time

Instagram | porschetrackexperience | BMW and Porsche offer thrilling professional track days for enthusiasts to hone advanced driving skills.

For performance enthusiasts, BMW and Porsche give buyers access to professional track days. Learn advanced driving skills, push your car to the limit (without using your own), and walk away with new confidence behind the wheel. It’s one of the most thrilling perks in luxury car ownership.

Destination Defender by Land Rover

Each year, Land Rover hosts the Destination Defender event, blending off-roading with music, food, and family activities. Held in various scenic locations—like the upcoming 2025 event in Port Jervis, New York—it’s a celebration of adventure and the Defender spirit. The weekend ends with a gala honoring nonprofits, giving back to communities in a meaningful way.

Ford Bronco Off-Roadeo

Though not traditionally in the luxury category, Ford Bronco’s Off-Roadeo experience is worth a mention. With events across five locations, participants learn off-road skills, connect with other Bronco fans, and get a feel for the vehicle before buying. Even if you’re just curious, it’s one of the most hands-on driving experiences available.

Owning a Car That’s More Than a Machine

Luxury car brands are reshaping the idea of what it means to own a car. It’s not just about design or driving—it’s about how the brand makes you feel, the memories tied to the process, and the access that comes with it.

From personalized lounges to international adventures, the perks speak for themselves. For many, it’s not just a purchase—it’s a lifestyle that continues to surprise long after you leave the showroom.

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