A ground sign bearing the interlocking RR monogram is now under city review at 11217 Atlantic Blvd, the clearest signal yet that Rolls-Royce of Jacksonville is nearing its debut in East Arlington. The dealership is converting the site's former Jaguar showroom, and city permitting records show the project's overall cost has climbed past $1.28 million as the finishing touches go in.
The sign permit, filed by contractor McNeill Signs Inc. of Bunnell for an estimated $8,996, pushes the total project cost to that figure once combined with earlier construction, fire and plumbing permits, according to Jacksonville Daily Record. The city had already issued permits totaling $1.27 million to convert the 5,159-square-foot space, with International Contractors Inc. of Illinois handling the renovation and R. Wulbern Architect of Jacksonville serving as the dealership's architect. Fields Auto Group confirmed in November that it intended to operate Rolls-Royce of Jacksonville at its Land Rover of Jacksonville location, and Fields PAG Inc. registered Rolls-Royce Motor Cars Jacksonville with the state on October 7, 2025.
A Jaguar Showroom's New Life
The Atlantic Boulevard site's transformation traces directly back to Jaguar's own corporate reset. Jaguar halted production of all internal combustion vehicles in December 2025 at its Solihull plant in England, ending gas-vehicle manufacturing as the brand pivots to an all-electric lineup, according to Autoblog. Fields Auto Group ended its Jaguar sales in 2025, freeing the showroom floor for Rolls-Royce while Land Rover Jacksonville continues to operate alongside it under a separate name, according to Brian Zehren, who said the two dealerships will operate independently.
The new showroom will have space for three Rolls-Royce models and will operate under the name Rolls-Royce of Jacksonville, joining existing Fields-operated Rolls-Royce dealerships in Orlando and Chicago. Until now, the nearest Rolls-Royce showroom to Jacksonville sat 130 miles away in Orlando, and the brand currently counts 38 showrooms nationwide. The dealership is expected to open later this year, though an exact date has not been confirmed.
Bespoke Touches: An Atelier and a Speakeasy
Beyond the sales floor, dealership plans include an Atelier design studio for client car customization — complete with scent matching for vehicle interiors — along with a speakeasy bar, amenities that mirror Rolls-Royce's global push into high-margin bespoke sales. Rolls-Royce Motor Cars, a wholly owned subsidiary of Germany-based BMW Group, describes its vehicles on its own website as handmade-to-order works of art customized through Rolls-Royce Bespoke, adding that “Rolls-Royce is more than a motor car.” The brand is headquartered and manufactures vehicles in Goodwood, England, where it manufactures and sells the Phantom, Ghost, Wraith, Dawn and Cullinan models.
That customization push isn't just brand messaging — it's a deliberate sales strategy. Rolls-Royce expanded its invitation-only Private Office network to five global locations in early 2025, a move designed to drive custom vehicle orders that generate average sales premiums 25% higher than standard configurations, according to BMW Group PressClub. Client demand for bespoke additions grew 10% year-over-year in 2024, and the company backed that momentum with a $376 million expansion of its Goodwood manufacturing headquarters announced in January 2025.
What a Cullinan or Ghost Actually Costs
New Rolls-Royce models start at more than $400,000, with 2027 Ghost models beginning at $438,250 and 2027 Cullinan SUVs starting at $477,150 in the Miami market. Charles Rolls and Henry Royce founded the company in 1904, and more than a century later the brand remains a volume leader among ultra-luxury automakers: Rolls-Royce delivered 5,712 vehicles globally in 2024, its third-highest annual sales total on record, with North America as its largest market. The Spectre, the brand's first fully electric coupe, starts at $397,750 for 2025 and 2026 models and posted the second-highest sales volume in the global lineup last year, according to Kelley Blue Book.
Joining an Established Luxury Corridor
Rolls-Royce won't be the first six-figure marque to stake a claim in Jacksonville. Murgado Automotive Group opened a Bentley dealership in June 2020 at 7137 Bonneval Road — now Bentley Road — where new model Bentleys start at about $210,000, alongside Maserati and Alfa Romeo offerings on the same campus. The East Arlington site sits roughly three miles west of Queen's Harbour Yacht & Country Club and about 1.5 miles east of Interstate 295, placing it near some of Northeast Florida's wealthiest residential pockets.
The demographics support the bet. East Arlington had a median household income of $85,226 in 2026, ranking higher than 74% of U.S. neighborhoods, with northern sub-sections reporting median household incomes exceeding $111,000. Fields Auto Group, led by President Dan Fields and based in Northfield, Illinois, operates 35 dealerships across Florida, Illinois, Wisconsin and North Carolina, with Jacksonville as its largest market — a footprint that also includes naming rights to the Fields Auto Terrace Suite at EverBank Stadium under a long-standing sponsorship with the Jacksonville Jaguars.
City reviewers are now weighing the ground sign permit for 11217 Atlantic Blvd, which shows signs planned for the dealership building itself in addition to the monogrammed ground sign. NV5 provided the private plan review for the project. Once the signage clears, Rolls-Royce of Jacksonville will be positioned to open its doors — bringing a new tier of automotive retail to a stretch of Atlantic Boulevard that, until recently, sold Jaguars.
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