Rolls-Royce Expands Factory to Build Bespoke Cars for the Super-Rich
Luxury carmaker Rolls-Royce is investing over £300 million to expand its Goodwood factory and global headquarters. The move aims to meet growing demand for bespoke vehicles tailored to its super-rich clientele.
Expanding to Meet Demand for Custom Rolls-Royce Models
Rolls-Royce, known for its highly customized luxury cars, reported a decrease in total cars sold in 2024 compared to 2023. However, the value of its sales increased due to more bespoke commissions. Models like the Ghost saloon, Cullinan SUV, and Spectre EV have starting prices ranging from £250,000 to over £340,000.
The brand’s chief executive, Chris Brownridge, said that increasing demand for personalized cars is driving the need for additional factory space. “More complicated commissions,” such as holographic paint and unique artworks, require time, labor, and space, Brownridge explained.
A Step Towards an Electric Future
While the UK plans to phase out petrol and diesel car sales by 2030, Rolls-Royce has yet to confirm if it will stop producing combustion engine cars for international markets. However, the company is preparing for an all-electric future, with plans to expand its Goodwood plant to accommodate battery-electric vehicle production.
Rolls-Royce has already received planning permission for the expansion, which will secure jobs for its 2,500 current employees and 7,500 UK supply chain workers. Brownridge stated that the investment ensures a “very secure business for the long term.”
Bespoke Cars for the Ultra-Wealthy
Rolls-Royce has become synonymous with luxury and exclusivity, offering bespoke features like 18-carat gold elements and hand-stitched embroidery. Recent custom builds include a car inspired by the James Bond film Goldfinger.
The expansion at Goodwood will allow Rolls-Royce to continue catering to the world’s wealthiest clients while transitioning to a sustainable electric future.
Rolls-Royce’s Global Reach
Despite challenges such as declining demand in China and potential US tariffs under President-elect Donald Trump, Rolls-Royce remains confident. The US is a critical market, but Rolls-Royce’s ultra-high-net-worth customers have greater “price elasticity,” making the brand less reliant on price-sensitive markets.
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