Rolls-Royce is set to expand its factory at Goodwood, West Sussex, in order to offer more personalized options for its cars. The company recently received planning permission from the Chichester District Council for the expansion, which will be the largest investment in the factory since it was opened in 2003. Chris Brownridge, the CEO of Rolls-Royce, sees the expansion not only as a commercial opportunity but also as a way to support the UK automotive industry.
Rolls-Royce is a significant player in the UK, employing 2,600 people directly and 7,500 people across the national supply chain. The company also contributes around £500 million to the Treasury annually. Brownridge believes that expanding the factory will further boost its contribution to the local economy by approximately £71 million and could create over 1,000 new jobs. However, he clarifies that the aim is not to increase car output but rather to enhance the bespoke content of each car.
The Bespoke program has become a crucial part of Rolls-Royce’s operations, with every car produced in 2023 being personalized to some extent. The company also achieved a record number of ultra-exclusive Bespoke commissions in terms of both quantity and value. However, certain limitations in the existing production line, such as bottlenecks in the paint shop, restrict the scope of the program. Currently, only 15% of cars can have a two-tone color scheme applied, despite demand for such finishes being over 50%.
To address this, the paint shop will be one of the first areas to be upgraded during the factory expansion. The entire program is scheduled to be completed by 2028 or 2029. Brownridge’s main focus is on growing Rolls-Royce and meeting the increasingly specific demands of its clients. He emphasizes that every car they make is bespoke and that their goal is to create amazing personalized goods and provide a unique experience for their clients.
Brownridge, who has extensive experience in the automotive industry, acknowledges that the world of luxury is a new area for him. He is spending a significant amount of time with clients to better understand their interests and ensure he can lead Rolls-Royce into the future successfully. He aims to build on the success of his predecessor and define the next chapter of Rolls-Royce.
In conclusion, Rolls-Royce’s expansion of its factory at Goodwood will allow them to offer even more personalized options for their cars. The focus is not on increasing car output but on enhancing the bespoke content of each vehicle. This expansion will not only benefit Rolls-Royce but also contribute significantly to the UK automotive industry and the local economy. With Chris Brownridge at the helm, the company is poised for an exciting future, building on its foundations and delivering perfection in every aspect.