Over fifteen years of
operational discipline.
From a three-vehicle Paris operation to a 41-city global network — the New Feel Luxury story is one of conviction. Train in-house. Own the chain. Never compromise.
New Feel Luxury was founded in 2010 with a contrarian conviction: in executive transport, the operational chain matters more than the vehicle.
The luxury chauffeur market had been built around marketing — fleets photographed in palaces, brochures printed on heavy paper, websites in serif fonts. New Feel Luxury was created to do the opposite: build the chain that delivers on the promise. Train the chauffeurs in-house. Maintain the fleet internally. Run a supervision room that watches every mission, end to end, in real time.
More than fifteen years later, this is what defines New Feel Luxury. Government agencies, embassies, production studios and Ultra VIP families return to us because the chain holds — every minute of every mission. The marketing comes after the execution, never before.
The New Feel Luxury
timeline.
New Feel Luxury is founded
Created in Paris with a single vision: bring institutional-grade operational rigour to private luxury transport. Three Mercedes vehicles, five chauffeurs, one principle — never outsource.
First embassy contracts
New Feel Luxury signs its first state agency contracts. Diplomatic protocol becomes a discipline of the house, not an exception.
Lyon training centre opens
The New Feel Luxury training centre opens in Lyon — defensive driving, executive protocol, confidentiality drills. Every chauffeur is now trained in-house.
International expansion
London, Geneva and Monaco become permanent New Feel Luxury operational hubs. The Riviera Grand Prix and Yacht Show seasons enter the calendar.
Productions division
Launch of the New Feel Luxury productions desk for film festivals, fashion weeks and brand activations. First major studio press tour.
Middle East & Asia
New Feel Luxury opens operations in Dubai, Singapore and Tokyo. Royal protocol service becomes a standalone offering.
27-city global footprint
New Feel Luxury now deploys regularly across 27 cities and six continents — same supervision room, same operational standard, every mission.
What New Feel Luxury
stands for.
Four principles that have not changed since 2010 — and define every New Feel Luxury mission today.
Train in-house, never outsource
Every New Feel Luxury chauffeur is recruited, trained and certified by our own Lyon centre. No franchise, no third-party agency.
01Discretion is the foundation
From the first New Feel Luxury contract in 2010, NDA-bound personnel and segregated dispatch have been a non-negotiable.
02Maintain the fleet internally
Mercedes vehicles maintained in our own workshop. Replacement dispatched in under 30 minutes anywhere in our core hubs.
03Same standard, every city
Whether the mission lands in Paris or Tokyo, the New Feel Luxury supervision room delivers the same operational discipline.
04"True luxury is invisible. It is the peace of mind knowing that every detail, no matter how small, has been perfected before you even arrive. That is what New Feel Luxury exists to deliver."
More about New Feel Luxury.
Brief our team
on your next mission.
Whether you represent a government agency, an institutional organisation, an international production or an Ultra VIP family — New Feel Luxury operates under NDA from the very first contact.