The British luxury car manufacturer announced this Wednesday (8) an investment of more than £300 million (around R$1.86 billion) to expand its factory, in response to growing demand for highly personalized models from its ultra-thin clientele. -rich.
The investment will be made at the manufacturing facility in Goodwood, in the south of England, and aims to create space for bespoke projects and the Coachbuild program, which allows customers to develop completely original cars.
Chris Brownridge, CEO of Rolls-Royce Motor Cars, highlighted in an interview with CNBC’s “Squawk Box Europe” that the company is adapting to an increase in demand for personalized and complex cars.
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In recent months, the brand has received orders that include 18-karat solid gold sculptures, intricate embroidery with over 869,500 stitches, and holographic paint finishes.
The investment of more than £300 million represents Rolls-Royce’s biggest capital injection since the Goodwood factory opened 22 years ago and is seen as a boost for the British Labor Party.
Brownridge stated that the company has customers in all corners of the world and that the expansion is a reflection of organizational health and confidence in the brand’s growth plans.
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“What we’re not trying to do is produce more Rolls-Royces, but rather create more special commissions and notable cars,” he said.
Despite the growth in demand for customizations, Rolls-Royce recorded a 5% drop in sales in 2024, with 5,712 cars sold compared to 6,032 in 2023.
The company attributed this slight decrease to transitions to new models. North America stood out as the brand’s largest sales region last year, considering the number of vehicles delivered to customers.
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Among the most requested models in 2024, Rolls-Royce highlighted the Cullinan, Specter and Ghost.
With the expansion of its facilities and the focus on customizations, the brand seeks not only to meet growing demand, but also to solidify its position in the competitive luxury automobile market, where exclusivity and customization are increasingly valued by consumers.
