British luxury carmaker Rolls-Royce announced on Wednesday that it will invest at least £300 million ($376 million) to expand its Goodwood plant. The extension will create additional space for the increasingly complex and high-value Bespoke and Coachbuild projects sought by high-end clients.
It will also prepare the manufacturing facility for the brand’s transition to an all-battery electric vehicle (BEV) future.
“In 2024, Rolls-Royce Motor Cars reaffirmed its position as an authentic luxury house by crafting the most complex, personal and valuable motor cars in its history. This momentum means it is necessary for us to invest more than £300 million in extending the Home of Rolls-Royce,” stated Chris Brownridge, CEO of Rolls-Royce Motor Cars.
Plant produces 28 motorcars daily
This investment is the single largest injection of capital since the plant opened in January 2003. Back then, the automaker employed around 300 people and produced only one motor car a day. Staff numbers have increased more than eightfold since then, and the brand now produces up to 28 motor cars a day.
Although the Goodwood manufacturing plant has undergone significant internal changes over the past 20 years, the building itself has remained largely unchanged, requiring a significant investment to meet the growing market demand and shift to EVs.
“2024’s record Bespoke results demonstrate our clients are increasingly drawn to the marque to create ever more ambitious and valuable motor cars, thereby enjoying the exceptional and highly personalized experience that Rolls-Royce ownership unlocks,” added Brownridge.
The company’s Bespoke service is an invitation-only service where clients get to customize every aspect of their vehicle. Coachbuild is the most exclusive division of Bespoke, described by Rolls-Royce as “the automotive equivalent of haute couture”.
Global sales hit 5,712 in 2024
Rolls-Royce’s Bespoke offering reached record levels in 2024. Bespoke content value increased by 10 percent on average per motor car year-on-year, reaching the highest level in the company’s history. Notably, the Middle East was the largest Bespoke region by average value per motor car, closely followed by North America and Europe.
Rolls-Royce introduced a record four new models in 2024: Cullinan Series II and Ghost Series II, together with the respective Black Badge models. These successful launches, together with sustained demand for all Rolls-Royce products, contributed to global sales of 5,712 in 2024, the third-highest annual total ever achieved and in line with forecasts and expectations.
2024 was also the first full year of sales for Rolls-Royce Spectre, which proved more popular than expected. Spectre was the most requested Rolls-Royce model in Europe last year and the second most demanded globally. Taking all regions into consideration, the most requested Rolls-Royce models in 2024 were Cullinan, Spectre and Ghost.
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UAE market achieves record sales
In 2024, Rolls-Royce also benefited from smaller but fast-growing markets, including Malaysia, Thailand, and the Netherlands.
The UAE, Germany and Japan, all large and well-established markets for Rolls-Royce Motor Cars, were among a number of countries that achieved record sales in 2024. They also experienced a significant rise in demand for Bespoke features, with some of the most ambitious Bespoke commissions originating from these markets.
