Luxury carmaker Rolls-Royce has announced a £300 million investment to expand its Goodwood factory and global headquarters, in response to the growing demand for highly customized models. The move is aimed at increasing the production capacity for bespoke vehicles, as Rolls-Royce looks to cater to its super-wealthy clientele who seek one-of-a-kind luxury cars.
The expansion will provide additional space for the production of Rolls-Royce’s exclusive bespoke designs, a segment that has seen increased demand in recent years. These tailored vehicles can include features such as holographic paint, hand-stitched embroidery, and even one-off artworks, with some models including solid gold elements. For example, a tribute to the 1964 James Bond film Goldfinger featured intricate 18-carat gold accents.
Rolls-Royce CEO Chris Brownridge highlighted the importance of this investment, telling Radio 4’s Today Programme that the growing demand for customized cars, which come at higher prices, is driving the need for more space at its Goodwood site. He explained that while the bespoke commissions are profitable, they are also labor-intensive, requiring significant time and space.
Although the company has seen a decline in overall sales, with 5,712 cars sold in 2024 compared to a record 6,032 in 2023, the value of these sales has risen due to the focus on bespoke builds. Rolls-Royce’s vehicles, such as the Ghost saloon, which starts at £250,000, and the Cullinan SUV and Spectre electric models, which begin at around £340,000, appeal to a niche market where price is less of a concern.
As the UK moves toward phasing out petrol and diesel vehicles by 2030, Rolls-Royce faces the challenge of preparing for a future with electric cars. The company has yet to clarify whether it will continue selling combustion engine cars to international clients after the transition, although Brownridge emphasized that electric vehicles are the “right direction” for Rolls-Royce. A company spokesperson added that, under current plans, Rolls-Royce would still have the capacity to build combustion engine cars in 2030, if demand remains.
The Goodwood factory expansion also aligns with Rolls-Royce’s future shift to an all-electric vehicle lineup. The site, which currently employs over 2,500 people, will see additional job creation as the brand continues to grow its workforce to meet the demand for sophisticated customizations and electric vehicle production.
In addition to its focus on bespoke vehicles, Rolls-Royce’s expansion highlights its long-term business security. Brownridge reassured employees that their jobs remain secure as the company invests in both its future and the evolving luxury car market.
