British luxury automaker Rolls-Royce Motor Cars has unveiled plans to invest over £300 million (€359.84 million) in its Goodwood manufacturing facility. This marks one of the company’s most significant investments since the plant’s inauguration in 2003, reinforcing its commitment to the UK.
Expansion to Drive Bespoke and Electric Growth
The investment will expand the Goodwood site, creating additional space for Rolls-Royce’s exclusive Coachbuild and Bespoke projects. The enhanced facilities will also support the company’s shift towards battery-electric vehicle production in the coming years.
Currently, the Goodwood facility produces up to 28 vehicles daily, with a workforce of over 2,500 highly skilled employees. Rolls-Royce also supports more than 7,500 jobs across its UK supply chain.
This investment comes on the heels of a record-breaking 2024, during which the company reported a 10% average annual increase in Bespoke content value per car. The automaker also recorded its third-highest annual global sales figure of 5,712 units, driven by strong demand in Europe and North America.
New Models and Expanding Private Offices
In 2024, Rolls-Royce launched four new models: the Ghost Series II, Cullinan Series II, and Black Badge variants of both. The company also expanded its exclusive Private Offices network with new locations in Seoul and New York, complementing its existing offices in Shanghai and Dubai.
CEO Chris Brownridge praised the company’s achievements, stating:
“In 2024, Rolls-Royce Motor Cars reaffirmed its position as an authentic luxury house by crafting the most complex, personal, and valuable motor cars in its history. Our record Bespoke results demonstrate growing client interest in creating increasingly ambitious and valuable motor cars, highlighting the unique experience Rolls-Royce ownership offers.”
Challenges Amidst Success
Despite its record-breaking year, Rolls-Royce faces ongoing challenges, including supply chain disruptions affecting engine production and maintenance schedules. The lingering impact of the pandemic has exacerbated these issues, resulting in longer waiting lists for certain models.
Additionally, the luxury auto market is grappling with softened consumer interest due to rising inflation, higher interest rates, and cost-of-living crises in key markets. These factors have made buyers more cautious about large purchases, prompting Rolls-Royce to adjust its product strategy to attract younger clientele.
By focusing on innovation and expanding its UK operations, Rolls-Royce aims to strengthen its market position while navigating these challenges.