Rolls-Royce announced a £300 million ($376 million) investment to expand its Goodwood plant, focusing on bespoke and Coachbuild programs that offer ultra-luxury, personalized vehicles. The move reflects growing demand for custom features like gold sculptures, intricate embroidery, and holographic paint finishes.

The investment, the largest since the plant's 2003 opening, will support exclusive services for high-end clients. Despite a 5% dip in 2024 sales to 5,712 vehicles, Rolls-Royce remains committed to innovation and new model rollouts. The Goodwood plant now employs 2,500 staff and produces 28 cars daily, a testament to the brand's evolving success in the luxury market.