A New Chapter at Goodwood
The legendary British marque’s announcement of a £300 million investment marks a watershed moment for luxury automotive manufacturing. This unprecedented commitment to the Goodwood facility arrives as the company celebrates remarkable achievements across its Bespoke division and global sales network.
Twenty years after the plant’s opening, when just one motor car emerged daily from a workforce of 300, the facility now produces up to 28 vehicles per day with a staff of over 2,500 highly skilled artisans and specialists. The expansion project addresses growing demand for increasingly complex Bespoke and Coachbuild commissions while preparing for the company’s transition to all-electric vehicle production.
Record-Breaking Bespoke Excellence
The past year witnessed extraordinary achievements in personalisation, with Bespoke content value rising 10% per motor car year-on-year, reaching unprecedented levels. Master craftspeople pushed creative boundaries through innovative materials and techniques, creating unique masterpieces that reflect individual client passions and personalities.
“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. This underscores our commitment to creating value for our clients and those with a stake in our business.”
Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars
Artisanal achievements included solid 18-carat gold sculptures, intricate embroideries exceeding 869,500 stitches, and sophisticated marquetry comprising more than 500 individual wood pieces. The Phantom Extended emerged as the canvas for the most comprehensive Bespoke commissions, while the new Spectre demonstrated immediate appeal through substantial personalisation requests.
Global Network Expansion
The marque’s dedication to personalisation manifested through strategic growth of its Private Office network, adding New York and Seoul locations to complement existing spaces in Dubai and Shanghai. These invitation-only creative hubs, inspired by the original Goodwood Private Office, typically generate commissions 25% higher in value by facilitating direct collaboration between clients and dedicated designers.
Digital engagement flourished through the exclusive Whispers application, recording a 55% increase in membership. This platform connects owners of Goodwood-era vehicles with senior executives and fellow enthusiasts, fostering a distinctive community within the luxury sphere.
Market Performance and Model Innovation
The introduction of four new models – Cullinan Series II, Ghost Series II, and their respective Black Badge variants – contributed to impressive global sales of 5,712 motor cars. This figure represents the third-highest annual total in company history, achieved during a significant product transition period.
Spectre, the marque’s first electric model, exceeded expectations in its inaugural full year, becoming the most requested model in Europe and second most demanded globally. The vehicle’s success validates its enhancement of traditional brand attributes – silence, waftability, and the signature magic-carpet ride experience.
Regional Growth and Market Dynamics
North America retained its position as the leading sales region, while several markets including the Middle East & Africa, Europe, and Asia Pacific achieved record results. Emerging markets such as Malaysia, Thailand, and the Netherlands demonstrated significant growth, while established territories including the UAE, Germany, and Japan registered record sales and increased Bespoke commissions.
The Shanghai Private Office, opened in 2023, exemplifies the company’s commitment to the Chinese market, where younger clients increasingly engage with the brand’s personalisation capabilities. This strategic presence supports the region’s growing appreciation for bespoke luxury automobiles.
Future Trajectory
The historic Goodwood investment positions Rolls-Royce Motor Cars for sustained growth while preserving its heritage of automotive excellence. With planning permission secured and site preparation underway, this expansion promises to enhance the marque’s capability to craft increasingly sophisticated vehicles while transitioning toward an all-electric future.
The development coincides with the 120th anniversary of the first meeting between founders Charles Stewart Rolls and Henry Royce, adding historical significance to this transformative period. As the company approaches 2025, which marks the centenary of the Phantom, this investment establishes a strong foundation for the next century of British luxury manufacturing excellence.
