Rolls-Royce Announces £300M Investment to Expand Goodwood Manufacturing Facility
Rolls-Royce Motor Cars has announced an investment exceeding £300 million to extend its manufacturing facility at Goodwood. This represents the next step in the marque’s commitment to handcrafting the most complex, personal, and valuable luxury goods while providing an unparalleled client experience. The company’s record 2024 performance — a record year for Bespoke and the third-best sales result in its history — confirms the success of this approach.
“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. 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.”
“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.” – Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars
The extension will create additional space for increasingly complex and high-value Bespoke and Coachbuild projects. It will also prepare the facility for the transition to an all-Battery Electric Vehicle (BEV) future.
This investment is the single largest injection of capital since Goodwood opened in 2003, when it employed around 300 people and produced one car a day. Today, Rolls-Royce employs over 2,500 people at Goodwood and around 7,500 in its wider UK supply chain, producing up to 28 motor cars daily.
An independent study by the London School of Economics confirmed Rolls-Royce contributes around half a billion pounds to the UK economy annually. Site preparation and landscaping work for the expansion is already underway.
A Record Year for Rolls-Royce Bespoke
In 2024, the Rolls-Royce Bespoke Collective of designers, engineers, and craftspeople undertook some of the most daring and technically challenging commissions ever. Bespoke content value increased by 10% year-on-year, reaching the highest level in company history.
Commissions were inspired by natural phenomena, marque heritage, personal milestones, and classic films, featuring exquisite details like:
- Solid 18-carat gold sculptures
- Intricate embroideries with over 869,500 stitches
- Delicate marquetry composed of over 500 wood pieces
- Mother-of-pearl artworks
- Holographic paint finishes
Phantom Extended received the highest level of Bespoke commissions, followed closely by Spectre, Rolls-Royce’s new all-electric model. The Middle East led Bespoke orders by value, followed by North America and Europe.
The pinnacle of Bespoke, Coachbuild, unveiled Arcadia Droptail — one of four coachbuilt masterpieces following ‘Sweptail’ and ‘Boat Tail’ commissions.
An Unmatched Client Experience
Rolls-Royce expanded its Private Offices — exclusive, invitation-only design spaces — to New York and Seoul in 2024. These creative hubs allow clients to commission motor cars in close collaboration with a dedicated designer and client experience manager, typically leading to 25% higher Bespoke value per car.
Dealer partners also upgraded showrooms worldwide to reflect Rolls-Royce’s new luxury visual identity. Meanwhile, the exclusive client app, Whispers, saw a 55% increase in membership, connecting owners to exclusive experiences and insights directly from Rolls-Royce Motor Cars.
Globally Balanced Sales Performance
Rolls-Royce introduced four new models in 2024 — Cullinan Series II, Ghost Series II, and their Black Badge counterparts — contributing to global sales of 5,712 vehicles, the third-highest total in company history.
Spectre, Rolls-Royce’s first all-electric vehicle, exceeded expectations, becoming the most requested model in Europe and the second globally. The Cullinan remained the most requested model worldwide, followed by Spectre and Ghost, with Phantom maintaining its status as the brand’s flagship luxury vehicle.
North America remained the largest sales region, with record results also achieved in the Middle East & Africa, Europe, and Asia Pacific. China demonstrated strong Bespoke demand, notably at the Shanghai Private Office opened in 2023.
Emerging markets like Malaysia, Thailand, and the Netherlands also showed significant growth, alongside record results in established markets like the UAE, Germany, and Japan.
Rolls-Royce Motor Cars looks forward confidently to 2025, when it will unveil its next electric motor car, reinforcing its leadership in the world of luxury electric vehicles.
