BMW-owned Rolls Royce Motor Cars, like other luxury car brands, has seen an uptick in demand for bespoke and complex car models in recent months.

Rolls-Royce Motor Cars is going all-in on custom vehicles as the luxury carmaker sees growing interest in its bespoke offerings, according to CEO Chris Brownridge.

Luxury carmaker Rolls-Royce will expand its Goodwood factory and global headquarters to meet the growing demand for bespoke models. It will invest more than £300 million so it can build more highly-customised versions of its cars for its super-rich clientele.

Luxury carmaker Rolls-Royce has unveiled plans to spend £300 million on the expansion of its West Sussex factory and global headquarters following a record year of sales for its bespoke models. Rolls-Royce Motor Cars said it wanted to create more space at its Goodwood site to meet growing demand for some its most expensive models around the world.

The investment is over three times more than the company spent to build the current West Sussex plant. On the heels of its third-highest sales year in 2024 (its best was in 2023), Rolls-Royce is adding about 448,

British luxury automaker Rolls-Royce said on Wednesday it will invest 300 million pounds ($376 million) to expand its Goodwood plant to focus more on bespoke cars for high-end clients, featuring anything from gold sculptures to mother-of-pearl artwork.

Rolls-Royce Motor Cars is capitalizing on this trend with its largest investment at its Goodwood headquarters in over two decades. The BMW-owned luxury carmaker announced a £300 million ($370 million) investment to meet the growing demand for bespoke vehicles,

Rolls-Royce has announced an additional £300m in funding for its Goodwood manufacturing site as it looks to broaden its bespoke facility and prepare the brand for future electric vehicles. The investment – which is the largest single injection of cash into the plant since it opened in 2003 – will create extra room for the brand’s Bespoke and Coachbuild projects and prepare the brand for future electric vehicles.