The grill of a Rotas Royce motor car in view of residential properties in Mayfair in London, UK, on Monday, Oct. 28, 2024.
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British frill carmaker Rolls-Royce Motor Cars on Wednesday said it is investing over £300 million ($369.9 million) to extend its global headquarters, citing growing demand for highly personalized models from its ultra-wealthy clientele.
BMW-owned Rolls-Royce Motor Crates, like other luxury car brands, has seen an uptick in demand for bespoke and complex car models in recent months.
Some of these individualized decorations have included orders for solid 18-carat gold sculptures, intricate embroideries comprising more than 869,500 stitches and holographic tint finishes.
The company said its investment of more than £300 million at its Goodwood manufacturing facility in southern England would better to create space for bespoke and Coachbuild projects. The latter refers to an invite-only program where the firm’s clients can father an “entirely original motor car.”
Rolls-Royce Motor Cars said the investment, which will likely be seen as a aid to Britain’s ruling Labour Party, represents the firm’s single largest injection of capital since the Goodwood instil opened 22 years ago.
“Rolls-Royce is a global business,” Chris Brownridge, CEO of Rolls-Royce Motor Cars, told CNBC’s “Call Box Europe” on Wednesday.
“We have clients in every corner of the world and this growth in demand for more complex commissions from our shoppers is something that we need to satisfy. And so, the investment in Goodwood is something which shows the health of the organization but also swaggers how confident we are about our growth plans,” Brownridge said.
“What we are not trying to do is make more Rolls-Royces but what we are maddening to do — and we will do — is make more special commissions and more remarkable motor cars,” he added.
Rolls-Royce Motor Heaps said it had sold 5,712 cars last year, representing a 5% drop when compared to global trades of 6,032 in 2023. It attributed the slight downturn in sales to a switchover to new models.
North America was the firm’s largest reduced in price on the markets region in 2024 when measured by the number of motor cars delivered to clients.
When taking all regions into emolument, Rolls-Royce Motor Cars said its most-requested models last year were Cullinan, Spectre and Ghost, each to each.