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The grille of a Rolls Royce car seen on a residential property in Mayfair in London, Britain, on Monday, October 28, 2024.
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British luxury car maker Rolls-Royce Motor Cars on Wednesday said it is investing more than £300 million ($369.9 million) in expanding its global headquarters, citing growing demand for highly personalized models from its ultra-wealthy clientele.
BMWRolls-Royce Motor Cars, like other luxury car brands, has seen a rise in demand for custom and sophisticated car models in recent months.
Some of these custom embellishments included bespoke solid 18K gold sculptures, intricate embroidery consisting of over 869,500 stitches, and a holographic finish.
The company said its investment of more than £300m in its Goodwood manufacturing facility in southern England will help create space for bespoke projects and Coachbuild. The last one referred to into an invitation-only program where the firm’s clients can create a “completely original car.”
Rolls-Royce Motor Cars said the investment, which is likely to be seen as a boost to Britain’s ruling Labor Party, represents the firm’s biggest capital injection since the Goodwood plant opened 22 years ago.
“Rolls-Royce is a global business,” Chris Brownridge, CEO of Rolls-Royce Motor Cars, told CNBC.Squawk Box Europe” on Wednesday.
“We have clients in all corners of the world and this growing demand for more sophisticated commissions from our clients is something we need to meet. So the investment in Goodwood is something that speaks to the health of the organization but also shows , how confident we are that we’re sticking to our growth plans,” Brownridge said.
“We’re not trying to do more Rolls-Royces, but what we’re trying to do — and we’re going to do — is do more special orders and more great cars,” he added.
Rolls-Royce Motor Cars said it sold 5,712 vehicles last year, down 5% from global sales of 6,032 in 2023. The company attributes a slight decline in sales to the transition to new models.
North America was the company’s largest sales region in 2024 when measured by the number of vehicles delivered to customers.
Taking all regions into account, Rolls-Royce Motor Cars said its most popular models last year were the Cullinan, Specter and Ghost respectively.
