Rolls-Royce Motor Cars has achieved an extraordinary milestone in 2024, cementing its legacy as the pinnacle of automotive bespoke artistry.
The marque concluded 2024 with record achievements in bespoke customisation and a significant £300 million investment to expand its Goodwood facilities.
2024 saw the Bespoke Collective (Rolls-Royce’s elite team of designers, engineers, and artisans) push creative boundaries to craft some of the most audacious and personalised vehicles ever imagined.
From intricate marquetry featuring over 500 meticulously shaped wooden pieces to holographic paint finishes and solid gold sculptures, the level of detail and innovation reached unparalleled heights. This bespoke approach resonated deeply with clients, driving a 10% year-on-year increase in bespoke content value per car, the highest in the brand’s history.
Chris Brownridge, Chief Executive of Rolls-Royce Motor Cars, remarked: “Our clients are redefining luxury by commissioning motor cars that are deeply personal and emotionally resonant. This remarkable growth in bespoke content reflects the trust and creativity of our clients.”
The £300 million expansion at Goodwood marks Rolls-Royce’s largest investment since the plant’s inauguration in 2003. This development will bolster bespoke and coachbuilding capabilities, ensuring the brand remains at the forefront of luxury automotive design as it transitions to an all-electric future.
The expansion will not only enhance production capacity but also reaffirm Rolls-Royce’s commitment to sustainability and craftsmanship. Currently employing over 2,500 individuals, Goodwood has transformed from producing one car a day at its inception to up to 28 motor cars daily.
Rolls-Royce introduced four new models in 2024, including the Cullinan Series II and Ghost Series II, alongside their Black Badge counterparts. These launches, coupled with robust demand for the Spectre (the marque’s first fully electric model) propelled global sales to 5,712 vehicles, marking the third-highest annual total in Rolls-Royce’s history.
Interestingly, Europe emerged as the strongest market for the Spectre, reflecting its appeal as the epitome of silent, electrified luxury. The brand’s flagship, the Phantom, maintained its revered status as the ultimate Rolls-Royce, while bespoke commissions originating from the Middle East highlighted the region’s appetite for opulent personalisation.
Rolls-Royce’s Private Offices, now expanded to New York and Seoul, offer a unique invitation-only experience for clients seeking unparalleled personalisation. These creative hubs allow clients to collaborate directly with designers, resulting in commissions that are, on average, 25% higher in value. The Whispers app, an exclusive members’ platform, also saw a 55% increase in membership, reinforcing the brand’s connection to its discerning clientele.
Rolls-Royce is poised to unveil its next all-electric model in 2025. As it enters this new chapter, the marque continues to celebrate its heritage while pushing the boundaries of luxury and craftsmanship.
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