BMW-owned Rolls Royce Motor Cars, like other luxury car brands, has seen an uptick in demand for bespoke and complex car models in recent months.

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.

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,

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.

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.

The new investment will expand production capacity for bespoke projects.

The investment will also prepare Goodwood site for the company’s transition to an all-battery electric vehicle future.

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

The investment is over three times more than the company spent to build the current West Sussex plant. On the heels of its third-highest sales year in 2024 (its best was in 2023), Rolls-Royce is adding about 448,