Rolls-Royce has announced an investment of more than £300 million ($370 million) to expand its factory in Goodwood and its global headquarters in the UK, in response to growing demand for bespoke cars for its affluent customers.
According to a report published by the British Broadcasting Corporation (BBC), this expansion comes as part of the company’s strategy to strengthen its position in the luxury market and ensure the sustainability of its business in the face of global challenges. The BBC indicated that the company considers this investment to guarantee the long-term future of the brand.
Although the company’s sales decreased in 2024 to 5,712 cars compared to the record number of 6,032 cars in 2023, the total value of sales increased as a result of the great demand for customized versions, which include unique designs such as holographic paints and custom-designed artwork.
In addition, the company is seeking to shift towards electric vehicles in line with the British government’s commitment to end sales of conventional fuel-powered cars by 2030.
However, CEO Chris Brownridge did not specify whether the company would continue to produce internal combustion cars for overseas markets after this date, but stressed that electric cars represent the “right direction” for Rolls-Royce.
Trump bump
Regarding the American market, the report referred to President-elect Donald Trump’s threats to impose higher customs tariffs on car imports. However, Brownridge expressed confidence in the flexibility of Rolls-Royce customers in the United States, considering that they are less affected by price factors compared to the general market.
The company confirmed that the expansion will secure more than 2,500 jobs at the factory, in addition to 7 jobs in the supply chain within the United Kingdom.
Brownridge also noted that this investment reflects the company’s commitment to meeting the growing demand for customized luxury cars and ensuring the sustainability of its business in the future.
