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.

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 aims to boost profits by enhancing the level of personalization in its cars, rather than increasing production volumes.

Rolls-Royce has announced a landmark investment exceeding $370 million USD to expand its manufacturing facility at Goodwood, marking its largest financial commitment to the site since its 2003 opening.

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.

Recent bespoke orders include gold sculptures, embroideries using almost 900,000 stitches and holographic paint finishes, the luxury carmaker said.

The company also announced its intention to release an all-new, fully electric model later this year. According to the carmaker, this is the result of a fantastic sales year in 2024, but also a noticeable growing interest in EVs from high-end luxury buyers.

Rolls-Royce CEO Chris Brownridge, like many importers, is aware of President-elect Donald Trump’s plans to impose a range of tariffs on various countries. However, he remains unperturbed, citing that business has rarely been better for the luxury carmaker, whose products start at $370,000.