Rolls-Royce Expands Goodwood Facilities With £300 Million Investment, Preps For Next-Gen EV

Rolls-Royce has shared its sales results for 2024 along with a £300 million ($373 million) investment to expand its Bespoke and Coachbuilt divisions at the Goodwood facilities. The carmaker also confirmed that its second electric vehicle will arrive in 2025.

In 2024, Rolls-Royce sold 5,712 cars, making it the company’s third-best sales year after 2023 (6,032 units) and 2022 (6,021 units). The slight dip in sales was due to updates in the model lineup, with the new Ghost and Cullinan hitting the market.

Rolls-Royce said the Spectre, their fully electric model, was the best-seller in Europe, proving to be even more popular than they had expected. Globally, the Cullinan SUV led sales, followed by the Spectre, Ghost, and Phantom. North America continued to be Rolls-Royce’s biggest market.

Moreover, Rolls-Royce has confirmed that another electric model will join the Spectre in 2025. While the details are still under wraps, reports suggest that the new model could be a smaller electric SUV, with an all-electric sedan expected to replace the Phantom by 2028. The new EV will likely share the same “Architecture of Luxury” platform as the rest of the lineup, although it’s not clear if it will use the same battery and electric drivetrain as the Spectre.

Even with fewer cars sold, Rolls-Royce’s focus on exclusivity is paying off. In 2024, the average value of bespoke customization per car rose by 10%. The Middle East was the top region for Bespoke commissions, followed by North America and Europe. The Phantom Extended was the most popular model for personalization, with the Spectre in second place.

Private Office commissions, which offer an even more exclusive level of customization, usually come at a 25% premium. Cities such as New York, Seoul, Dubai, and Shanghai, along with the brand's Goodwood headquarters, offer these VIP spaces.

Rolls-Royce has invested £300 million to expand its Goodwood facilities, driven by the strong demand for bespoke vehicles. The objective is not to increase production but to allocate additional space to the Bespoke and Coachbuilt teams, enabling them to concentrate on producing truly unique cars. The Goodwood plant currently produces up to 28 cars per day and employs 2,500 people.