Rolls-Royce to increase Goodwood headquarters as demand for unique automobiles will increase

Luxury carmaker Rolls-Royce will increase its Goodwood manufacturing unit and world headquarters to satisfy rising demand for customized fashions.

It will make investments greater than £300 million so it will probably create extra highly-customised variations of its automobiles for its super-rich prospects.

The 120-year-old British model got here underneath the total management of German carmaker BMW in 2003 and formally opened the positioning in West Sussex in the identical yr. Rolls-Royce says the enlargement secures its future within the UK.

Rolls-Royce bought 5,712 automobiles in 2024, the third highest gross sales in its historical past.

While this quantity could appear small in comparison with the tens of millions of automobiles delivered every year by mainstream producers, Rolls-Royce operates in an exceedingly uncommon market.

The model mentioned it “does not disclose prices” however it’s understood that its least expensive mannequin, the Ghost saloon, retails for upwards of round £250,000. Prices for its Cullinan sports activities utility automobile and electrical Specter fashions are believed to begin at round £340,000.

In comparability, the common home worth within the UK final yr was £297,000, in response to Halifax.

The worth of customized fashions can differ extensively. When it involves essentially the most elaborate creations, the worth of the ultimate product will be a number of instances the bottom worth of the automobile.

There are comparatively few consumers who pays that a lot for a automobile. Those who do that additionally embrace celebrities, who usually don’t thoughts displaying off their property.

These embrace American stars Kim Kardashian and Nicki Minaj in addition to British rapper Stormzy, who was banned from driving after being caught driving. Mobile cellphone behind the wheel of his hearse in London.

For some prospects, merely proudly owning a Rolls-Royce will not be sufficient. In latest years, the corporate has targeted on creating extremely personalized variations of its automobiles, which may then be bought for even greater costs.

Rolls-Royce describes this technique as “creating value for customers through personalized products and experiences and providing opportunities for meaningful personal expression”.

In follow, this consists of automobiles with holographic paint, that includes distinctive paintings, or that includes intricate hand-stitched embroidery. A mannequin designed as a tribute to the 1964 James Bond movie Goldfinger options options manufactured from strong 18 karat gold.

Rolls-Royce will not be alone on this. Other high-end producers akin to Bentley, McLaren and Ferrari additionally supply detailed customization.

But making individually designed automobiles, whereas worthwhile, is a labor-intensive course of that requires time and house. Also, like different producers, the corporate can also be getting ready for a future through which standard automobiles can be phased out and changed with electrical fashions.

Rolls-Royce mentioned the enlargement of its manufacturing unit “will create additional space for the increasingly complex and high-value bespoke and coachbuild projects demanded by customers who define luxury as something deeply personal to them”. .

It added that the plan “will also prepare the manufacturing facility for the marque's future transition to an all-battery electric vehicle”.

The carmaker has already been granted planning permission to increase its Goodwood plant, which was in-built 2003 and initially housed 300 workers. More than 2,500 persons are at present working on the website.

Chris Brownridge, chief government of Rolls-Royce, mentioned, “This represents our largest financial commitment to Goodwood since its opening.”

“This is an important vote of confidence in the Rolls-Royce marque, securing our future in the UK,” he mentioned.

As a luxurious carmaker targeted on export markets, Rolls-Royce is at present insulated from lots of the challenges dealing with the broader European motor trade. However, it has been hit by a decline in demand in China, certainly one of its most necessary markets.

Earlier this yr, Mr. Brownridge mentioned rising demand for customized autos was serving to offset that decline.

The announcement comes simply weeks after one other well-known British model precipitated controversy when it set out its plans for the long run.

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

In December, it unveiled a dramatically styled idea automobile, that includes a brand new emblem and a divisive on-line commercial There was a storm on social media – and generated plenty of column inches.