British luxury automotive manufacturer Rolls-Royce has unveiled plans for a £300 million expansion of its Goodwood facility, signalling a strategic pivot towards bespoke vehicle production amid a 5% decline in annual sales.
The prestigious marque delivered 5,712 vehicles in 2024, marking its third-highest sales figure historically, yet falling short of the record 6,032 units achieved in 2023. The company attributes this reduction to model changeovers and the simultaneous launch of its inaugural electric vehicle, the £330,000 Spectre, which has emerged as the brand’s top-selling model in the UK and European markets.
Chris Brownridge, the newly appointed chief executive of Rolls-Royce Motor Cars, confirmed BMW’s substantial investment commitment, emphasising the expansion of bespoke services and the exclusive coachbuild programme. The investment represents the largest financial pledge to the Goodwood facility since its 2003 establishment, reinforcing the manufacturer’s long-term commitment to British manufacturing.
The luxury carmaker has observed increasing demand for personalised vehicles from affluent clients, with recent commissions including solid 18-carat gold sculptures, intricate embroideries featuring over 869,500 stitches, and complex wood veneers comprising 500 individually shaped pieces. The company’s workforce of 2,500 at Goodwood continues to deliver these highly customised vehicles.
The strategic shift towards bespoke manufacturing comes as the automotive industry grapples with the transition to electric vehicles and changing consumer behaviours. Rolls-Royce’s investment demonstrates confidence in the ultra-luxury segment’s resilience and the enduring appeal of personalised luxury vehicles to high-net-worth individuals.
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