Rolls-Royce to expand Goodwood HQ as demand for bespoke cars grows

Luxurious carmaker Rolls-Royce will increase its Goodwood manufacturing facility and international headquarters to fulfill the rising demand for bespoke fashions.

It’ll make investments greater than £300 million so it could construct extra highly-customised variations of its automobiles for its super-rich clientele.

The 120-year outdated British model got here beneath full management of German carmaker BMW in 2003 and formally opened the location in West Sussex the identical 12 months. Rolls Royce says this enlargement secures its future within the UK.

Rolls-Royce offered 5,712 automobiles in 2024, the third highest whole in its historical past.

Whereas that quantity could seem tiny in contrast with the thousands and thousands of automobiles delivered every year by mainstream producers, Rolls-Royce operates in a extremely rarefied market.

The model mentioned it “doesn’t disclose costs” however it’s understood its least expensive mannequin, the Ghost saloon, sells from about £250,000 upwards. Its Cullinan sports activities utility car and electrical Spectre fashions are thought to begin at round £340,000.

Compared, the typical UK home value was £297,000 final 12 months, in response to Halifax.

The worth of bespoke fashions can range broadly. Relating to probably the most elaborate creations, the ultimate product can price a number of occasions the bottom value of the automobile.

There are comparatively few consumers who can afford to pay a lot for a automobile. Amongst those that can are celebrities, who typically don’t thoughts flaunting their wealth.

Amongst them are US stars Kim Kardashian and Nicki Minaj, in addition to British rapper Stormzy who was banned from driving after being caught utilizing a mobile phone behind the wheel of his Wraith in London.

For some clients, merely proudly owning a Rolls-Royce is not unique sufficient. Lately, the corporate has more and more targeted on constructing highly-customised variations of its automobiles, which might then be offered at even greater costs.

Rolls-Royce describes this technique as “creating worth for shoppers via individualised merchandise and experiences and offering alternatives for significant private expression”.

In apply, this has included automobiles with holographic paint, containing one-off artworks, or that includes intricate hand-stitched embroidery. One mannequin, designed as a homage to the 1964 James Bond movie Goldfinger, consists of options made out of stable 18-carat gold.

Rolls-Royce isn’t alone on this. Different high-end producers reminiscent of Bentley, McLaren and Ferrari additionally supply detailed customisation.

However making individually tailor-made automobiles, whereas worthwhile, is a labour-intensive course of that requires time and house. On the identical time, like different producers the corporate is getting ready for a future during which typical automobiles might be phased out and changed by electrical fashions.

Rolls-Royce mentioned the extension of its manufacturing facility would “create further house for the more and more complicated and excessive worth bespoke and coachbuild initiatives sought by shoppers who outline luxurious as one thing deeply private to them”.

It added that the plan would “additionally prepared the manufacturing facility for the marque’s transition to an all-battery electrical car future”.

The carmaker has already been granted planning permission for the enlargement of the Goodwood plant, which was inbuilt 2003 and initially housed 300 employees. There are at present greater than 2,500 folks engaged on the location.

“This represents our most substantial monetary dedication to Goodwood since its opening,” mentioned the Rolls Royce chief govt, Chris Brownridge.

“It’s a important vote of confidence within the Rolls-Royce marque, securing our future within the UK,” he added.

As a luxurious carmaker targeted on export markets, Rolls-Royce is insulated from lots of the challenges at present going through the broader European motor trade. Nonetheless, it has been affected by a fall in demand in China, one in every of its most vital markets.

Earlier this 12 months, Mr Brownridge mentioned rising demand for personalised automobiles was serving to to offset that decline.

The announcement comes weeks after one other well-known British model generated controversy whereas setting out its personal plans for the longer term.

Jaguar – part of Jaguar Land Rover – is to be relaunched as an all-electric marque and moved sharply upmarket as a part of a serious restructuring on the firm.

In December, it unveiled a dramatically styled idea automobile, which along with a brand new brand and a divisive on-line advert sparked a social media storm – and generated loads of column inches.