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

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.

Luxury carmaker Rolls-Royce will expand its Goodwood factory and global headquarters to meet the growing demand for bespoke models. It will invest more than £300 million so it can build more highly-customised versions of its cars for its super-rich clientele.

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,

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.

Built for the Shanghai Private Office to commemorate the beginning of the Chinese Lunar New Year, this Phantom gains a series of red dragon logos in places like the headrests and coachline. Oh, and a starlight headliner which depicts a dragon for the first time too, crafted from 677 individual lights. Glorious.

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

Rolls-Royce Motor Cars is capitalizing on this trend with its largest investment at its Goodwood headquarters in over two decades. The BMW-owned luxury carmaker announced a £300 million ($370 million) investment to meet the growing demand for bespoke vehicles,