Rolls-Royce is set to expand its factory and global headquarters in Goodwood to meet the growing demand for bespoke models. The luxury carmaker intends to invest over £300m in creating more highly tailor-made versions of its cars to meet the demands of its super-rich clientele. Rolls-Royce says this expansion plan will secure its future in the UK. It is an important move for the brand that came under full control of German carmaker BMW in 2003 and officially opened the site in West Sussex the same year.
Although Rolls-Royce may have only sold a light number of cars recently with 5,712 sales in 2024, down from its 6,032 record in 2023, it operates in a highly rarefied market. The company does not usually disclose prices to the press, but it is understood that the Ghost saloon starts selling at around £250,000 upwards. The higher-end Cullinan sports utility vehicle and electric Spectre models are thought to start at around £340,000.
While some clients find simply owning a Rolls-Royce to be an exclusive opportunity, the brand has recently focused more on building personalized, heavily-customized cars that can be sold for even higher prices. This strategy creates opportunities for meaningful personal expression for clients. Rolls-Royce has even invested in private offices in Shanghai, New York, Seoul, and Dubai, where clients can talk to designers. This move is generating more complicated commissions and driving the need to expand the current plant.
Rolls-Royce has granted planning permission for the expansion of the Goodwood plant, which was initially built in 2003 and housed 300 workers. Presently, it has over 2,500 people working on the site, along with a further 7,500 in the UK supply chain. The carmaker says it intends to create additional space for bespoke cars with the plan to ready the manufacturing facility for the marque’s transition to an all-battery electric vehicle future.
Rolls-Royce is not alone in making individually tailored cars. Other high-end manufacturers such as Bentley, McLaren and Ferrari also offer detailed customisation. Although the manufacture of personalised vehicles is a lucrative business, it is a labour-intensive process that requires time and space. Therefore, Rolls-Royce’s Goodwood extension plan comes at the right time as the brand is actively preparing for a future in which traditional cars will give way to electric models
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