Rolls-Royce says the super rich are fueling a boom in demand for bespoke models

On Wednesday, British luxury car manufacturer Rolls-Royce Motor Cars he said is investing more than £300 million ($369.9 million) to expand its global headquarters, citing growing demand for highly customized models from its ultra-wealthy clientele.

BMWRolls-Royce Motor Cars, like other luxury car brands, has seen an increase in demand for complex and customized car models in recent months.

Some of these individualized embellishments have included orders for 18-karat solid gold carvings, intricate embroidery comprising more than 869,500 stitches and holographic paint finishes.

The company said its investment of more than £300 million in its Goodwood manufacturing facility in southern England will help create space for custom projects and Coachbuild. The last ones refers to an invitation-only program where the company’s customers 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 company’s biggest capital injection since opening the Goodwood plant. 22 years ago.

“Rolls-Royce is a global business,” Chris Brownridge, CEO of Rolls-Royce Motor Cars, told CNBC “Squawk Box Europe“Wednesday.

“We have customers in every corner of the world and this growth in the demand for more complex commissions from our customers is something that we need to satisfy. And so, the investment in Goodwood is something that shows the health of the organization, but it also shows how confident we are in our growth plans,” Brownridge said.

“What we are not trying to do is to make more Rolls-Royce, but what we are trying to do – and we will do – is to make more special commissions and more remarkable cars,” he added.

Rolls-Royce Motor Cars said it sold 5,712 cars last year, representing a 5% drop compared to global sales of 6,032 in 2023. It attributed the slight drop in sales to a switchover to new models.

North America was the company’s largest sales region in 2024 when measured by the number of cars delivered to customers.

When taking all regions into consideration, Rolls-Royce Motor Cars said its most requested models last year were the Cullinan, Specter and Ghost, respectively.