Luxury carmaker Rolls-Royce will expand its Goodwood factory and global headquarters to meet the growing demand for bespoke models. The company will invest more than £300 million to build more highly-customised versions of its cars for its super-rich clientele.
Rolls-Royce sold 5,712 cars in 2024, the third highest total in its history. While that number may seem tiny compared with the millions of cars delivered each year by mainstream manufacturers, Rolls-Royce operates in a highly rarefied market.
The brand said it “does not disclose prices” but it is understood its cheapest model, the Ghost saloon, sells from about £250,000 upwards. Its Cullinan sports utility vehicle and electric Spectre models are thought to start at around £340,000.
The price of bespoke models can vary widely. The final product can cost several times the base price of the car. There are relatively few buyers who can afford to pay so much for a car. Among those who can are celebrities, who often do not mind flaunting their wealth.
Other high-end manufacturers, such as Bentley, McLaren, and Ferrari, also offer detailed customisation.
For some customers, simply owning a Rolls-Royce isn’t exclusive enough. In recent years, the company has focused on building highly-customised versions of its cars, which can then be sold at even higher prices. These models include cars with holographic paint, containing one-off artworks, or featuring intricate hand-stitched embroidery. One model, designed as a homage to the 1964 James Bond film Goldfinger, includes features made out of solid 18-carat gold.
The company is not alone in this. Other luxury car manufacturers, such as Bentley, McLaren, and Ferrari, also offer detailed customisation.
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