Rolls-Royce Invests Millions to Expand Goodwood Facility

Rolls-Royce has unveiled plans for an investment exceeding £300 million (US$370.6m) to expand its manufacturing facility at Goodwood.

The move underscores the company’s commitment to delivering exceptional value to its clients by handcrafting complex, highly-personalised luxury vehicles and delivering an unparalleled customer service experience.

The marque’s 2024 performance – a record year for bespoke projects and the third-best sales result in its history – highlights the success of this strategy.

Expanding the Goodwood site will provide additional space for the increasingly intricate and high-value bespoke and coachbuild projects that Rolls-Royce intends to continue, which have resonated strongly with clients who define luxury as deeply personal. 

The facility will also be prepared to support the marque’s transition to an all-electric automotive future.

“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," says Chris Brownridge, CEO at Rolls-Royce Motor Cars. "This momentum means it is necessary for us to invest more than £300 million in extending the home of Rolls-Royce.

"This represents our most substantial financial commitment to Goodwood since its opening in 2003 and a significant vote of confidence in the Rolls-Royce marque, securing our future here in the UK.

Goodwood: Part of Rolls-Royce's heritage

Rolls-Royce's investment in the Goodwood plant is particularly significant as it represents the largest capital injection since its inauguration on 1 January 2003.

Back then, the facility employed around 300 people and produced just one car daily. Today, the workforce has grown more than eightfold and the facility produces up to 28 motor cars daily.

Currently, more than 2,500 people work at the Goodwood site, including highly-skilled manufacturing and craft specialists, with a further 7,500 employed across Rolls-Royce’s UK supply chain.

Despite this the Goodwood building itself has remained largely unchanged.

Renovating and updating it is vital for the company's expansion plans and its position as a luxury manufacturer within the UK. 

A 2023 independent study by the London School of Economics (LSE) revealed that Rolls-Royce Motor Cars contributes approximately £500 million annually to the UK economy, cementing its position as a leading representative of ‘UK PLC’.

Planning permission for the facility’s expansion was granted in 2024, coinciding with Rolls-Royce’s celebration of the 120th anniversary of the first meeting between co-founders Charles Rolls and Henry Royce on 4 May 1904. Site preparation and landscaping for the extension are now under way.

Record year for Bespoke offerings

In 2024, the Rolls-Royce bespoke collective, comprising specialist designers, engineers and craftspeople, delivered some of the most creatively ambitious and technically challenging commissions in the company’s history.

These bespoke projects incorporated innovative materials, features and craft techniques producing unique masterpieces that reflected each client’s interests and personality.

Bespoke content value increased by 10% year-on-year per car, reaching record levels in 2024, an achievement that reflects Rolls-Royce’s strategic focus on bespoke craftsmanship by enabling clients to express themselves through highly individualised vehicles.

Inspirations for these commissions ranged from natural phenomena and heritage to personal milestones and classic films.

Highlights included 18-carat gold sculptures, intricate embroidery featuring over 869,500 stitches, marquetry with more than 500 pieces of wood, mother-of-pearl artworks and holographic paint finishes.

The Rolls-Royce Phantom Extended received the highest number of bespoke commissions in 2024, while the new Spectre model ranked second, showcasing its bespoke potential in its first year of delivery. The Middle East led in bespoke content by average value, followed by North America and Europe.

In the realm of coachbuilding, the marque unveiled the Arcadia Droptail, one of four coachbuilt masterpieces following the earlier Sweptail and Boat Tail commissions.

"2024’s record Bespoke results demonstrate our clients are increasingly drawn to the marque to create ever more ambitious and valuable motor cars, thereby enjoying the exceptional and highly personalised experience that Rolls-Royce ownership unlocks," adds Chris.

"This underscores our commitment to creating value for our clients and those with a stake in our business.”

Delivering exceptional client experiences

Rolls-Royce’s commitment to bespoke services extends to its private offices – exclusive spaces designed to enhance the commissioning experience.

In 2024, new offices opened in New York and Seoul, joining those in Dubai and Shanghai. These creative hubs foster collaboration between clients and Rolls-Royce designers, enabling projects with 25% higher average value.

Dealer partners also invested in updated showrooms, creating environments for clients to explore bespoke options.

Meanwhile, the invitation-only Whispers app saw a 55% rise in membership, providing clients with access to exclusive insights and opportunities.

Expanding & refining markets

Rolls-Royce introduced four new models in 2024: Cullinan Series II, Ghost Series II and their respective Black Badge variants.

Combined with continued demand for the full product range, global sales reached 5,712 – the third-highest total in the company’s history.

The Spectre electric model exceeded expectations in its first full year and was the most requested Rolls-Royce in Europe, ranking second globally. Cullinan remained the top choice worldwide, followed by Spectre and Ghost.

The flagship Phantom retained its status as the rarest and most exclusive Rolls-Royce.

North America was the largest sales region by volume in 2024, with record sales also achieved in Europe, the Middle East & Africa, and Asia Pacific.

In China, demand for bespoke features among a younger clientele continued to grow, highlighted by the success of the Shanghai private office, while smaller markets such as Malaysia, Thailand and the Netherlands also contributed to growth.

Established markets, including the UAE, Germany and Japan, achieved record sales and showcased some of the year’s most ambitious bespoke commissions.

Looking ahead to 2025, Rolls-Royce is poised to unveil its next electric model, marking a significant step in the marque’s journey towards an all-electric future.

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