Rolls-Royce to invest £300m in Goodwood production plant
2024 was a record year for the marque
Rolls-Royce Motor Cars has announced a landmark investment of more than £300 million to expand its manufacturing facility at Goodwood. This marks the latest step in its ongoing commitment to delivering the most complex, personal, and valuable luxury automobiles.
The significant investment reflects the company’s continued growth and underscores its focus on providing an unmatched client experience. The company’s record performance in 2024, including a record year for marques’ Bespoke commissions and the third-highest sales figure in Rolls-Royce history, demonstrates the success of this bespoke approach.
Expanding the Goodwood facility will create additional space for the company’s increasingly complex Bespoke and Coachbuild projects. These projects are in high demand from clients seeking personal and unique luxury cars.
The expansion also prepares Rolls-Royce to shift to an all-battery electric vehicle (BEV) lineup. The investment is the largest since the plant opened in 2003, marking a decisive vote of confidence in the marque and the UK.
Rolls-Royce’s Goodwood site has seen dramatic growth since its opening. When it began operations, it employed 300 people and produced only one car daily. With over 2,500 employees, the site makes up to 28 vehicles daily.
The company has invested heavily in its workforce, including specialist manufacturing and craft staff. It continues to be a major contributor to the UK economy, with Rolls-Royce Motor Cars generating around half a billion pounds annually, according to a 2023 study by the London School of Economics.
This investment is momentous for Rolls-Royce, also celebrating the 120th anniversary of the first meeting between its founders, The Hon. Charles Stewart Rolls and Sir Henry Royce, in 1904. With planning permission secured for the site extension in 2024, work has begun to prepare for the expansion.
Bespoke commissions have seen unprecedented success in 2024, with Rolls-Royce’s Bespoke division achieving a 10% increase in the value of Bespoke content per motor car compared to the previous year. This represents the highest level of Bespoke content in the company’s history, underscoring clients’ growing desire to create highly individualised vehicles.
The 2024 Bespoke offerings included some of the most intricate and creative designs ever seen, incorporating materials like solid 18-carat gold, intricate embroideries, marquetry, and holographic paint finishes. These commissions ranged from personal milestones to inspiration from nature, heritage, and classic films.
The Rolls-Royce Bespoke Collective, comprising a team of specialist designers, engineers, and craftspeople, has undertaken some of the most challenging and creatively daring projects in the brand’s history.
Middle East lead
Among the standout models of the year were the Rolls-Royce Phantom Extended, which received the most Bespoke commissions, and the Spectre, which saw a significant uptake of bespoke features in its first full year. The Middle East, North America, and Europe emerged as the most critical regions for Bespoke commissions, with the Middle East leading in average Bespoke value per motor car.
In addition to the bespoke offerings, Rolls-Royce’s Coachbuild division, the pinnacle of luxury and personalisation, unveiled the Arcadia Droptail, one of four masterpieces in the Droptail series. This follows the brand’s earlier Coachbuild creations, ‘Sweptail’ and ‘Boat Tail,’ which have set new benchmarks for automotive luxury.
Rolls-Royce’s commitment to providing an unparalleled client experience is reflected in the expansion of its Private Office network, which will grow to five locations in 2024. New offices will be opened in New York and Seoul, joining those in Dubai and Shanghai. These exclusive spaces allow clients to collaborate directly with designers in a highly personalised setting, resulting in a 25% increase in the value of commissions made through the Private Offices.
Whispers app
Additionally, the brand’s Whispers app, an exclusive members-only platform, saw a 55% rise in membership, further enhancing client engagement and fostering connections between Rolls-Royce owners. This digital space allows clients to access exclusive insights into the luxury world and Rolls-Royce itself, with opportunities to communicate directly with senior executives at the company.
On the sales front, Rolls-Royce achieved its third-highest sales total in history, delivering 5,712 motor cars in 2024. Four new model launches contributed to this result, including the Cullinan Series II, Ghost Series II, and their respective Black Badge versions.
The Spectre, Rolls-Royce’s first fully electric model, exceeded expectations, becoming the most requested Rolls-Royce in Europe and the second most requested globally. Regarding demand, the most popular models globally in 2024 were the Cullinan, Spectre, and Ghost, with the Phantom retaining its status as the brand’s flagship.
Regional sales in 2024 were well-balanced. North America was the largest market by volume, followed by strong performances in the Middle East, Europe, and Asia. Smaller markets like Malaysia, Thailand, and the Netherlands also showed impressive growth. In China, younger clients increasingly engaged with Rolls-Royce, mainly through Bespoke commissions, while record sales were seen in established markets such as the UAE, Germany, and Japan.
Rolls-Royce is set to continue its momentum, with the marque planning to unveil its next electric model in 2025. The company’s commitment to craftsmanship, innovation, and client experience has ensured its place at the forefront of the luxury automobile sector for years.
Image: Rolls-Royce achieved its third-highest sales total in history, delivering 5,712 motor cars in 2024. Credit: Rolls-Royce
