Editor's note: An earlier version of this story misstated when BMW AG bought the Rolls-Royce brand.
Rolls-Royce Motor Cars Greenwich, in Connecticut, sold 60 new cars in 2016, more than double its 2015 total. Alan Sheynin, the store's sales manager, recognized the size of his showroom made the extra traffic a bit uncomfortable.
"We did that basically in a tiny little two-car showroom," he said.
A new facility, completed this month, moves what had been a shared Bentley facility into a new four-car showroom.
Sheynin's dealership is not alone. Over the past two years, nearly 40 percent of the 36 Rolls-Royce dealerships in North America have begun or completed facility renovations.
Those renovations mean more than expanding to accommodate a lineup that has ballooned in recent years. It is a chance to enhance the customer in-store experience in a segment where great is often not good enough.
The latest renovations, says brand spokesman Gerry Spahn, aim to turn each Rolls-Royce facility into "a cross between a jewelry workshop, a couture fitting room, and a dealership," he said. "Modern, clean and elegant. A unique place to sit."