The global car industry has faced significant challenges in recent years.
Supply chain disruptions, economic uncertainties, and the push toward greener technologies have created turbulence for many manufacturers.
Yet, amidst these struggles, the luxury automotive sector continues to thrive, fueled by demand from the ultra-wealthy for exclusive, high-end vehicles.
Announces $370 million expansion
Rolls-Royce Motor Cars is capitalizing on this trend with its largest investment at its Goodwood headquarters in over two decades.
The company, owned by BMW, announced a £300 million ($370 million) expansion to accommodate growing requests for bespoke, highly customized cars, according to Ziare.
This move shows the brand’s commitment to catering to its elite clientele, who demand nothing short of perfection.
The new investment will expand production capacity for bespoke projects and the exclusive Coachbuild program.
Coachbuild, which is invitation-only, allows clients to design completely original vehicles tailored to their preferences.
Recent examples of Rolls-Royce’s customization include gold sculptures, intricate embroidery with over 869,500 stitches, and paint finishes featuring holographic effects.
CEO Chris Brownridge emphasized that the expansion is not about increasing the number of cars produced but about enhancing the ability to deliver unique masterpieces.
"Rolls-Royce is a global business with clients all over the world. The growth in demand for more complex orders needs to be met," Brownridge said, reflecting the company’s focus on personalization rather than mass production.
Despite a 5% decline in global sales in 2024 — dropping to 5,712 units from 6,032 in 2023 — the company remains optimistic.
The sales decline is attributed to the transition to new models, including the Cullinan SUV, the electric Spectre, and the Ghost limousine, all of which remain top sellers.
North America continues to be Rolls-Royce’s most important market.
