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 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.