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 is investing 300 million pounds (about $376 million USD) to expand its Goodwood plant and focus on bespoke cars for an ultra-high-end clientele

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.

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.

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

Rolls-Royce has revealed it was pumping in over £300 million to extend its manufacturing facility at Goodwood, West Sussex to meet growing demand for bespoke models. The group said it was the