There customisation can be taken to a new, even pricier, level in consultation with the firm’s army of designers. Rolls will say merely that “hundreds” of customers have done so. The ultra-rich may not be feeling the pinch quite as hard as buyers of lowlier luxuries,

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

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 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.

In 2024 alone, the BMW unit said its "artisans crafted exquisite details" that included solid 18-carat gold sculptures, embroideries consisting of more than 869,500 stitches, wood veneers including 500 individually-shaped pieces of wood and holographic paint finishes.

American Auto Parts Giant to Close 727 Stores Rolls-Royce Motor Cars is capitalizing on this trend with its largest investment at its Goodwood headquarters in over two decades. The company, owned by BMW,

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.