Luxury Insights from the Rolls-Royce Chauffeur Training Program -

It’s 9 a.m. on a Friday, and I find myself in a mirrored suite on the 31st floor of Wynn Encore Las Vegas, watching an Englishman named Andi McCann as he moves effortlessly across the plush carpet.

“It’s much like dance; when the head shifts, the body follows,” he comments, turning his torso like a matador under the bright November sun streaming through the large windows. “Make it a fluid motion; it’s theatre!”

This isn’t a casting call for Cirque du Soleil: McCann is teaching me the nuanced skill of opening a door. He has been a driving coach for Rolls-Royce Motor Cars since 2005 and its exclusive trainer since 2012, guiding chauffeurs who cater to elite clientele in Texas and Taipei, Saudi Arabia and Singapore.

They learn the precise, Rolls-Royce-approved techniques for loading luggage, managing umbrellas, chilling champagne, navigating security concerns, and yes, even opening doors.

“Opening a Rolls-Royce door should be executed smoothly and in one fluid lift,” McCann explains, his refined accent as polished as his crisp white shirt. “It’s all about the coordination of legs and arms.”

As automakers like BMW AG and Mercedes-Benz Group AG push towards fully autonomous vehicles, and Elon Musk champions driverless technology with his robo-taxis, McCann operates in an entirely different realm.

He stands apart from the two dominating philosophies in the automotive industry: the full-self-driving camp led by companies like Musk’s Tesla Inc, which envisions cars as automated transport units.

Read: Rolls-Royce set to cut 2,500 jobs as CEO extends efficiency push [Oct 2023]

Conversely, there are those who advocate for complete driver involvement, such as Porsche AG, which promises never to forsake the manual transmission that contributes to the excitement of their 911 sports cars.

Rolls-Royce embodies a third perspective, recognizing that a considerable portion of its clientele prefers the back seat over the front.

Out of roughly 6,000 vehicles the company sells globally each year, around 20% are bought by owners who hire chauffeurs. This figure increases significantly among owners of the $575,000 Phantom extended wheelbase sedan. McCann’s task is to enhance their travel experience under the care of a professional driver.

“We create the world’s finest motorcars,” he declares. “The driver is the weak link.”

While training drivers may seem outdated, it is becoming increasingly relevant. Part-time chauffeuring is gaining popularity worldwide, particularly in Asia, where new wealth in China and Korea drove Rolls-Royce’s year-on-year growth in 2023; and in the Middle East, where customized commissions have soared to unprecedented heights in both quantity and value, as detailed in the company’s latest annual report.

It’s not just Rolls-Royce’s elite clientele that are benefiting from this service. On October 28, luxury chauffeuring company Blacklane GmbH secured €60 million ($65 million) in investments from various backers, including a subsidiary of Saudi Arabia’s Public Investment Fund. This Berlin-based firm allows clients to connect with professional drivers through an app, website, or hotline, on a global scale.

The charm of a chauffeur lies in the personalized care they provide — a certain warmth and street-savvy understanding that no advanced robot could replicate.

Having a private driver goes beyond simply getting from point A to point B; it enriches the entire journey.

McCann portrays a chauffeur as both a traveling concierge and a time-saving asset for the day.

Affluent individuals who demand exceptional chefs, massage therapists, and bodyguards also appreciate the service of one of McCann’s protégés; for them, the highest level of automotive luxury lies in being driven by a human. I arrived in Vegas to prove my capabilities.

The day began with a historical overview. Standing in front of a screen, McCann cycles through vintage images of elegant carriages; one features T.E. Lawrence — Lawrence of Arabia — with his Silver Ghost from 1916.

Originally, McCann elaborates, chauffeurs weren’t really drivers; they operated trains. The term derives from the French chauffer — “to heat,” referencing the stoker who tended the fires on steam engines.

As automobiles gained popularity in the early 20th century, owners from Bristol to Bombay expected their stable staff and local station employees to operate these new machines. Hence, Rolls-Royce established academies where clients could send their stable-hands and valets to learn everything from car maintenance and operation to proper etiquette, including determining where the lady of the house should sit.

Many of those lessons remain pertinent today.

“Striving for excellence is a core tenet of luxury; everything you do should be expert, effortless, professional, and secure,” McCann addresses our group of seven, who are set to spend two hours mastering the basics before putting our driving abilities to the test at Valley of Fire State Park. This training session is a shortened version of the invitation-only programs Rolls-Royce offers to its VIPs; fees are kept confidential.

“If you’re on time, you’re already late,” McCann tells us. Another of his principles is: “While there can be ‘what ifs,’ there should be no excuses.”

I take notes throughout the day. McCann outlines several protocols: luggage should be lifted, not dragged, to avoid dirt transfer; bags must be stowed before passengers board to minimize theft risks. A chauffeur must maintain an awareness of the rear-view mirror, positioned to avoid eye contact with passengers (for safety and discretion).

And this surprising guideline: Never ask about your passengers’ flight.

“That’s the most inappropriate question,” McCann replies to my bewildered expression. “When was the last time you got off a plane and said, ‘I had a fantastic time’? By asking, you’re essentially encouraging the client to embellish the truth.”

He continues, and I keep scribbling notes. Pay attention to personal touches, like the client’s water choice (sparkling or still? Pellegrino or Perrier?); place bottles in the door rather than the cup holder to make room for the client’s own drink. Remember the names of beloved pets. Adjust the air vents and headrests. Ensure that any music, if played, and the climate settings are to the client’s preference.

“Our refrigerators are set to two temperatures, six and 11 degrees Celsius, one for vintage champagne and one for non-vintage,” he elaborates. “Know the expected arrival time of the client and make adjustments accordingly. If it’s evening, they’re likely to opt for vintage, necessitating a warmer temperature.”

Driving, as you might expect, is part of the job. However, I didn’t realize that effective driving starts with the correct seat position. I’ve never put so much thought into where to place my limbs as I do when I slide into an emerald green Cullinan parked outside the Wynn. McCann instructs: arms extended and shoulders relaxed, hands at the 9 and 3 o’clock positions, thighs parallel to the ground, pelvis aligned. My toes lightly rest on the pedals.

This isn’t my usual approach when entering my own Rolls-Royce, a vintage 1975 Silver Shadow. It suddenly dawns on me that I’ve been treating my car like it’s a final segment in an off-road endurance rally, all abrupt stops and jarring motions.

Technically, I remind myself, that might have been acceptable, considering Lawrence likely drove his Rolls-Royces hard during his legendary desert escapades. But today is different, and I don’t want to come across as such in front of McCann. Cringe. A complete mindset shift is necessary.

“Any tension in your body will communicate to the car,” he advises. At that moment, I’m feeling so tense that beads of sweat are forming on my back. Clearly, I’ve been approaching this entirely incorrectly in my own RR, and it’s astonishing I haven’t caused an accident or developed severe back pain in the process.

We navigate through the outskirts of Vegas, and he softly whispers that I must pass the Whiskey, Gin & Tonic, Champagne Test. I need to brake so delicately that a champagne coupe resting on the car’s hood remains intact. He suggests starting with whiskey in its typical glass, then switching to gin, and finally bubbly. While this feels somewhat theoretical, I’m already mentally preparing to try this with my Shadow when I return home.

I visualize success: Ease into the brakes with the grace of a ballerina; concentrate like a surgeon. Keep the fizz in the glass. Breeeeaaathe.

“Don’t let poor driving impact your good driving!” McCann snaps me back to reality, reminding me to maintain a greater distance from the Prius ahead.

As we venture further out of Vegas, we encounter stretches adorned with red mountains and Joshua trees. I can sense my grip on the steering wheel loosening as my control improves while we navigate the turns.

Finally, I spot the location for lunch where we’ll reconvene with the class. An unstoppable force, McCann continues to coach: Never start or end a journey in reverse. Unload passengers first, then back up if necessary, ensuring that the Spirit of Ecstasy always faces forward. It’s a matter of respect for Eleanor Thornton, the real-life model for the iconic ornament that has adorned vehicles transporting monarchs and celebrities since 1904. “You could be asked to leave an event for parking her against the wall,” he cautions. I can sense he’s serious.

We exit the vehicle, and McCann produces a lint roller, listing essential items for chauffeurs: a pocket knife, microfiber cloths, alkaline water, a USB filled with music…

I’m beginning to understand that, for the passenger, luxury signifies absence — specifically, the absence of dirt and disruption, annoyance and disarray. A skilled driver shields you from these concerns, allowing you to embrace the day ahead; under their guidance, the car transforms into a sanctuary.

Moreover, the art of chauffeuring resonates with a deeper concept, honoring the artisans who create order and beauty from raw materials. It’s akin to Martha Stewart and her tended garden; Lucien Freud and his oil paintings; the $4,400 Loro Piana cashmere throw. Such prized spaces and objects stem from humble crafts — gardening, painting, weaving — that are executed with finesse and thus, highly esteemed.

McCann demonstrated that chauffeuring pays tribute to our connections and the dignity inherent in refining an age-old trade. It feels like a counter-statement to a cold, automated future. I was resolved to hone my driving skills and claim my spot among such distinguished company.

Before leaving Las Vegas the next morning, I visit the valet desk to collect a package. Inside is a solitary white glove adorned with a gold RR pin, beautifully presented in black and signed by McCann — the unmistakable sign that I’ve made the cut! I’m overjoyed, albeit somewhat astounded.

Upon returning to LA, I decide to put my new knowledge into practice, grabbing an actual champagne coupe from my kitchen and placing it on the hood of my Rolls-Royce, parked on the quiet road behind my dwelling… If I’m being honest, I’m not precisely meeting McCann’s high standards yet. But I’m dedicated to improvement.

Follow Moneyweb’s comprehensive finance and business news on WhatsApp here.