Rolls-Royce announces a £300 million expansion of its Goodwood factory to meet growing demand for bespoke luxury cars. Learn about the brand's ambitious plans and global reach.

Rolls-Royce, the British icon of automotive luxury, has unveiled plans to invest £300 million in expanding its Goodwood factory. This monumental decision underscores the brand’s commitment to meeting the surging demand for bespoke vehicles. The expansion will not only increase production capacity but also enable the creation of some of the most complex and personalized cars for its elite clientele.

Expanding Horizons: The Goodwood Transformation


The £300 million investment marks the largest development at the Goodwood facility since its inception in 2003. Back then, the factory employed just 300 staff and produced one car daily. Today, it boasts a workforce of 2,500, delivering 28 cars per day.

“This investment is a significant step for Rolls-Royce,” said CEO Chris Brownridge. “It reflects the success of our company and ensures we have the space and resources to meet the growing demand for bespoke vehicles.”

This expansion is set to further solidify Goodwood as the global hub for luxury car craftsmanship, catering to the growing market of personalized automotive experiences.

Bespoke Cars: A Growing Luxury Trend


As demand for customization continues to soar, Rolls-Royce has placed bespoke and coachbuilt vehicles at the heart of its business model. The Bespoke service allows clients to personalize every aspect of their vehicle, while the Coachbuild program offers an exclusive opportunity to design entirely original cars.

“At Rolls-Royce, we have an incredibly talented group of individuals who are more than just carmakers—they are artists,” Brownridge stated. “Our designers work hand-in-hand with clients to bring their dream cars to life.”

The expansion will ensure that more customers gain access to these exclusive services, solidifying Rolls-Royce’s position as the ultimate purveyor of luxury automotive craftsmanship.

Global Sales and Market Insights


In 2024, Rolls-Royce sold 5,712 cars globally, a slight decline from 2023's 6,032 units. This dip aligns with the company’s focus on prioritizing personalization over mass production.

The Middle East emerged as the leader in terms of average value per car, followed by North America and Europe. Fast-growing markets such as Malaysia, Thailand, and the Netherlands also contributed significantly to the brand’s success.

Despite potential challenges, including anticipated tariffs under the new U.S. administration, Rolls-Royce remains optimistic. “In the luxury industry, our customers tend to be more flexible when it comes to price,” noted Brownridge, emphasizing the company’s resilience and global reach.

 A Bold Step Into the Future


As Rolls-Royce celebrates 120 years of crafting luxury motor cars, the £300 million expansion at Goodwood signals a new chapter in the brand’s storied history. By doubling down on bespoke services and embracing a customer-centric approach, Rolls-Royce continues to set the benchmark for luxury automotive excellence worldwide.

With its unparalleled heritage and vision for the future, Rolls-Royce remains a beacon of innovation, artistry, and prestige in the ever-evolving world of luxury cars.