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.

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 Motor Cars is investing over £300 million to expand its Goodwood manufacturing facility in the United Kingdom, reinforcing its dedication to crafting bespoke luxury vehicles and delivering an unmatched client experience.

Rolls-Royce ’s all-electric future is coming into clearer view after the luxury British brand announced its second EV will arrive this year. The news came as Rolls-Royce revealed £300m investment into its manufacturing facility at Goodwood.

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,

The new investment will expand production capacity for bespoke projects.