Fields Auto Group is expanding its luxury footprint in Jacksonville by bringing in a new Rolls-Royce dealership, which is reportedly set to open in 2026. The British luxury automaker, known for vehicles that start at steep prices— a base model commences at $400,000—will be nestled next to an existing Land Rover dealership at the Fields' location on Atlantic Boulevard.
While the showroom is yet to have a specific launch date due to ongoing approval processes, the new venue aims to occupy the old Jaguar showroom, which is adjacent to the Land Rover spot. This was confirmed by the Jacksonville Daily Record, noting that the Jaguar Land Rover Jacksonville dealership will continue with Land Rover sales while introducing Rolls-Royce into the mix.
Brian Zehren, Vice President of Fields Auto Group, indicated the commitment to the luxury market in Jacksonville in a recent email statement. "I can confirm that a Rolls Royce franchise has been awarded to the Fields Auto Group at the Land Rover of Jacksonville location," Zehren told the Jax Daily Record. The group also intends to operate the two premium brands under separate names: Rolls-Royce of Jacksonville and Land Rover Jacksonville. According to the same source, the dealership's address is conveniently situated on the east side of Interstate 295 and not far from the Queen's Harbour Yacht & Country Club.
The name "Rolls-Royce Motor Cars Jacksonville" was officially registered with the state by Fields PAG Inc., a subsidiary of Fields Auto Group based in Orlando. The dealership group, which also includes Rolls-Royce locations in Orlando and Chicago, is part of a global network of Rolls-Royce Motor Cars that specializes in the manufacture and sale of super-luxury vehicles such as the Phantom, Ghost, Wraith, Dawn, and Cullinan, as mentioned on their website. Amidst the listings for their exotic models, Rolls-Royce Motor Cars of Miami has priced the 2026 Cullinan SUV from $489,950 and up, and the Ghost sedans are tagged between $419,750 and $444,250. A Phantom sedan peaks at $758,150. It brings a new level of opulence to the growing luxury car scene in Jacksonville, which already includes Bentley and Maserati, as noted by News4JAX.
This upcoming Rolls-Royce dealership will fill in a geographical gap within the US market, being considerably closer to Jacksonville than the nearest showrooms, which are located in Orlando, Tampa Bay, West Palm Beach, Naples, Atlanta, Fort Lauderdale, and Miami, according to an article from JaxToday. With just over a dozen Rolls-Royce showrooms across the United States, this addition stands to serve the clientele of Northeast Florida with a taste for these British-engineered luxury vehicles.
