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Luxury carmaker Rolls-Royce has announced a significant expansion of its Goodwood factory in West Sussex, pledging over $371 million to meet soaring demand for its bespoke models.
Known for catering to the world's wealthiest clientele, the 120-year-old brand sold 5,712 cars in 2024, its third-highest total ever. With base prices starting at $307,000 for the Ghost and reaching $418,000 for models like the Cullinan SUV, Rolls-Royce continues to define automotive luxury. Bespoke creations, however, can cost several times these amounts, featuring intricate customizations like holographic paint or solid gold details.
"This expansion secures our future in the UK," said CEO Chris Brownridge. The investment will not only increase production capacity for tailored cars but also prepare the plant for an all-electric future, aligning with the global transition to sustainable vehicles.
Currently employing over 2,500 workers, the Goodwood site will see additional space for complex, personalized projects as Rolls-Royce leans into the growing market for individualized luxury.
Despite challenges like a slowdown in China, one of its key markets, Rolls-Royce remains confident in its strategy. The brand's ability to create "meaningful personal expression" for clients ensures its place as a leader in the ultra-luxury segment.
This move comes amid growing competition, with rivals like Bentley and Ferrari also expanding their bespoke offerings. Rolls-Royce's commitment to craftsmanship and innovation, however, sets it apart as it transitions into the era of electric mobility.
