Rolls-Royce is greatly expanding its factory in Chichester, England, in an effort to cater to its ultra-wealthy clientele. The BMW subsidiary is constructing five new buildings that will begin construction next year. Typically, when an automaker expands a factory, it is to build more cars. However, the expansion by Rolls-Royce is not aimed at increasing the volume of cars produced but rather at focusing on creating more expensive and highly customized vehicles.
The expansion comes as Rolls-Royce has seen a significant increase in sales, with a record 6,032 cars and SUVs sold worldwide last year. The average amount customers paid for their cars also saw a significant increase, going from $350,000 in 2020 to $500,000 each, on average, last year. This increase in revenue per vehicle is largely attributed to the rise in complex and time-consuming customization requests, known as “bespoke” by Rolls-Royce.
The expansion of the factory signifies the growing demand for highly customized luxury vehicles among the ultra-rich. Other automakers, such as Bentley, Lamborghini, and Ferrari, have also reported increased interest in their customization programs. This trend is fueled by the rising levels of extraordinary wealth around the world, with more rich individuals seeking unique and personalized luxury vehicles.
Rolls-Royce’s expansion will allow for the accommodation of more complex customization requests, such as iridescent paint, special fabric designs, and personalized scents inside the vehicles. These highly customized cars require additional time and space for assembly and specialized workshops. Some projects, like the Rolls-Royce Boat Tail, are completely unique and can cost tens of millions of dollars.
The luxury automaker’s focus on catering to the growing demand for bespoke vehicles highlights the shift towards exclusive and personalized luxury experiences for the ultra-wealthy clientele. The expansion of the factory in Chichester reflects Rolls-Royce’s commitment to delivering highly customized and exquisite vehicles to its discerning customers.