Rolls-Royce Bets Big on Bespoke and Electric Future with £300m Investment
Rolls-Royce is investing more than £300 million into its Goodwood factory and headquarters in West Sussex, marking the luxury carmaker’s largest investment since the site opened in 2003. The move comes as the company gears up for growing demand for bespoke vehicles and prepares for an all-electric future.
Investment to allow for focus on bespoke cars
The investment will expand the facility to accommodate its high-margin Bespoke and Coachbuild programs, which cater to super-rich clients seeking unique features in their cars. From gold-plated sculptures and intricate embroidery with hundreds of thousands of stitches to holographic paint and space-grade materials, the level of personalisation Rolls-Royce offers has reached new heights.
Chief Executive Chris Brownridge said, "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 personalised experience that Rolls-Royce ownership unlocks."
While Rolls-Royce sold fewer cars in 2024—5,712 compared to 6,032 in 2023—the value of sales grew due to increased demand for bespoke models. The brand’s all-electric Spectre, along with updated versions of the Cullinan and Ghost, were among the most requested models last year. The Phantom, known for its rarity, maintained its reputation as the ultimate Rolls-Royce.
Expansion to aid transition to electric vehicles and ensure job security
The expansion will also set the stage for the company’s transition to battery-electric vehicles, a step Rolls-Royce sees as crucial. A fully electric model is expected to be unveiled later this year, aligning with the UK’s 2030 phase-out of petrol and diesel car sales. Brownridge affirmed the brand’s commitment to this shift, stating electric cars are the “right direction for Rolls-Royce.”
Goodwood has come a long way since opening with just 300 employees producing a single car daily. Today, it employs over 2,500 people and builds up to 28 cars a day. The site also supports an additional 7,500 jobs in the UK supply chain. The investment will create even more space and ensure job security for the workforce.
Despite challenges like a dip in demand from China and potential tariff issues in the U.S., Rolls-Royce remains confident in its global appeal. North America was its largest market in 2024, but the Middle East led in bespoke value per car. Brownridge explained that their affluent clientele offers "price elasticity," making the company less vulnerable to market fluctuations.
The investment underscores Rolls-Royce's commitment to craftsmanship and innovation. While bespoke designs push the boundaries of creativity, the company’s focus on electric technology signals its readiness for the future. For the 120-year-old brand, the Goodwood expansion secures its place in a changing automotive landscape.
