If there is one place on earth where the way you buy a car matters as much as the car itself, it is Monaco. BPM Exclusive appears to understand this better than most. The company has just opened a new Jaguar Land Rover showroom in Fontvieille that feels less like a dealership and more like a members’ club, and in a Principality where expectations are stratospheric, that distinction matters enormously.
Located on Avenue Albert II, the new space brings Range Rover, Defender and Jaguar together under one roof for the first time in Monaco, housed within an interior conceived from the ground up as a lifestyle destination. Minimalist architecture gives way to open-plan spaces finished in marble, wood and fine textiles. Natural light is drawn deep into the building, while gold accents and a central hospitality bar set an atmosphere that sits deliberately closer to a private lounge than anything you would typically associate with a car showroom.
For the opening, BPM Exclusive chose its centrepiece wisely. The Jaguar Type 00 was present as a showpiece, with invited guests able to inspect it at close quarters, and in a room designed around restraint and considered luxury, the concept’s presence hit differently than it might on a motor show stand. First revealed at Miami Art Week in December 2024, the Type 00 is a two-door coupé with a long bonnet, fastback roofline and butterfly doors, its design influenced by Renaissance-era architecture, though that description alone barely prepares you for how polarising it is in the metal. At over five metres in length it is imposing, reminiscent of the kind of huge car that the world’s wealthiest people drove in the 1920s, while the rear is a graceful curve that draws comparisons to the Bugatti Atlantic Type 57 and the Jaguar E-Type coupé. The internet has been divided. In a Monaco showroom, surrounded by clients for whom individuality is the entire point, it felt entirely at home.
The Type 00 is more than a styling exercise. The production model based on it is expected to debut sometime in 2026, targeting between 450 and 500 miles of range on a single charge alongside close to 1,000 horsepower, figures that would position it squarely against Bentley and Rolls-Royce in the ultra-luxury electric space. For BPM Exclusive, having it on the floor at launch sent a clear message about where the Jaguar brand is heading.
The hospitality-first approach of the showroom itself is not purely aesthetic. BPM Exclusive has structured the entire client journey around immersion and personalisation, with the SV Bespoke service sitting at the heart of the offer. Through it, customers configure exclusive Range Rover models with individually selected finishes, materials and colour palettes — a process that turns specification into something closer to couture.
“This new showroom fully embodies the ‘Above and Beyond’ spirit that defines Land Rover,” said Guido Giovannelli, Director of BPM Exclusive. “We wanted to create a space where design and meaning come together in a refined, contemporary way — elegant, pure and without excess.”
That sentiment was echoed by Lionel Gautier, Director of Brand Houses for Range Rover, Defender and Jaguar, who framed the Monaco opening around a shift in how luxury itself is understood. “The privilege today is no longer simply in owning a vehicle, but in creating something unique that reflects personal identity,” he said. It is a neat articulation of where the premium automotive market has been heading for some time — and Monaco, with its concentration of ultra-high-net-worth buyers and appetite for the bespoke, is exactly the right place to make that argument.
Operationally, the Fontvieille site will handle all new vehicle sales for Jaguar Land Rover in the Principality, while pre-owned stock remains at Avenue des Castellans and after-sales servicing continues from Rue de l’Industrie, a clean division that keeps the flagship space focused on exactly what it does best.
For Jaguar Land Rover, the timing is significant. With the Jaguar brand mid-relaunch and Range Rover continuing its ascent into genuine ultra-luxury territory, a Monaco showroom that can credibly hold its own against the watchmakers and fashion houses on the same street feels less like a nice-to-have and more like a strategic necessity. BPM Exclusive has delivered exactly that.