Cars

Rolls-Royce's unique super luxury car position

TB (summary) • January 9, 2025 22:01

The investment of more than £300 million at the Goodwood factory is not only to meet growing demand but also to consolidate Rolls-Royce's position in the field of one-off super luxury cars.

Luxury carmaker Rolls-Royce Motor Cars has announced it will invest more than £300 million ($369.9 million) to expand its global headquarters to meet growing demand for highly personalised cars for the super-rich.

The investment will be made at the factory in Goodwood, southern England, with the expansion to create space for bespoke projects and the Coachbuild programme, where customers are invited to create completely unique cars.

In recent times, Rolls-Royce and other luxury car brands have seen a surge in demand for intricately customized models, such as sculptures made from 18-carat solid gold, intricate embroidery with more than 869,500 stitches, and unique holographic paint finishes.

“Rolls-Royce is a global business. We have customers all over the world. So we need to meet the growing demand for sophisticated choice,” Rolls-Royce Motor Cars CEO Chris Brownridge told CNBC.

Mr Brownridge stressed that the investment in Goodwood not only reflects the “health” of Rolls-Royce Motor but also demonstrates the company's confidence in its future growth plans.

The investment of more than £300m is seen as the biggest ever boost to the Goodwood factory since the facility opened 22 years ago.

North America will remain Rolls-Royce’s largest market in terms of deliveries in 2024, while the Cullinan, Spectre and Ghost were the most popular models globally last year.

The major investment in the Goodwood factory is not only to meet the growing demand but also to strengthen Rolls-Royce's position in the field of one-off super luxury cars, promising to bring even more outstanding products to the global elite.

TB (summary)