Rolls-Royce motor cars
Luxury car maker Rolls-Royce is to expand its Goodwood factory and global headquarters to meet growing demand for bespoke models.
It will invest more than £300 million so it can build more personalized versions of its cars for its super-rich clientele.
The 120-year-old British brand came under the full control of German carmaker BMW in 2003 and officially opened the West Sussex site the same year. Rolls Royce says this expansion secures its future in the UK.
Rolls-Royce sold 5,712 cars in 2024, the third highest total in its history.
Although this number may seem small compared to the millions of cars delivered each year by major manufacturers, Rolls-Royce operates in a very rarefied market.
The brand said it “does not disclose prices”, but it is understood that its cheapest model, the Ghost sedan, retails from around £250,000. Its Cullinan sport utility vehicle and Specter electric models are expected to start at around £340,000.
In comparison, the average house price in the UK was £297,000 last year, according to Halifax.
The price of custom models can vary considerably. When it comes to the most elaborate creations, the final product can cost several times the base price of the car.
There are relatively few buyers who can afford to pay this much for a car. Among those who can are celebrities, who often do not hesitate to flaunt their wealth.
They include US stars Kim Kardashian and Nicki Minaj, as well as British rapper Stormzy, who was banned from driving after being caught using a mobile phone while driving his Wraith in London.
“Holographic painting and unique artwork”
For some customers, simply owning a Rolls-Royce isn’t exclusive enough. In recent years, the company has increasingly focused on building highly customized versions of its cars, which can then be sold at even higher prices.
Rolls-Royce describes this strategy as “creating value for customers through individualized products and experiences and providing opportunities for meaningful personal expression.”
In practice, this includes cars with holographic paint, containing unique artwork, or featuring intricate hand-stitched embroidery. One model, designed in homage to the 1964 James Bond film Goldfinger, features solid 18-karat gold elements.
Rolls-Royce is not alone in this. Other premium manufacturers such as Bentley, McLaren and Ferrari also offer detailed customization.
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Singer Jennifer Lopez was seen getting into a Rolls-Royce in Los Angeles
But making custom cars, while profitable, is a labor-intensive process that requires time and space. At the same time, like other manufacturers, the company is preparing for a future in which conventional cars are gradually phased out and replaced by electric models.
Rolls-Royce said the expansion of its factory would “create additional space for the increasingly complex and high-value bespoke and bodywork projects sought by customers who define luxury as something deeply personal to them “.
He added that the plan would also “prepare the manufacturing plant for the brand’s transition to an all-battery electric vehicle future.”
The carmaker has already obtained planning permission for the expansion of the Goodwood factory, built in 2003 and initially housing 300 workers. Currently, more than 2,500 people are working on the site.
“This represents our largest financial commitment to Goodwood since its opening,” said Chris Brownridge, chief executive of Rolls Royce.
“This is an important vote of confidence in the Rolls-Royce brand, which secures our future in the United Kingdom,” he added.
Rolls-Royce motor cars
As a luxury car manufacturer focused on export markets, Rolls-Royce is insulated from many of the challenges currently facing the European automotive industry as a whole. However, it was affected by a drop in demand in China, one of its most important markets.
Earlier this year, Mr. Brownridge said growing demand for personalized vehicles was helping to offset that decline.
The announcement comes weeks after another famous British brand sparked controversy by outlining its own plans for the future.
Jaguar – part of Jaguar Land Rover – is to be relaunched as a fully electric brand and move upmarket sharply as part of a major restructuring of the company.
In December, the company unveiled a dramatically styled concept car that, coupled with a new logo and controversial online advertising, ignited a storm on social media – and generated plenty of columns.
