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Key Takeaways

  • Rolls-Royce has begun upgrading the Goodwood factory to accommodate more bespoke builds.
  • The automaker isn’t interested in growing volumes, but catering to customer needs.
  • New CEO Chris Brownridge to use years of automotive experience to “define the next era of Rolls-Royce.”

Rolls-Royce is getting ready to break ground on a factory extension that will allow it to offer even more personalization options on the vehicles it builds. Chris Brownridge, the new CEO and replacement for Torsten Müller-Ötvös, told Autocar that the new wing is hugely important for the brand and the British automotive industry as a whole.

While most brands would expand their factories to build more vehicles, that is not the Rolls-Royce way. The Goodwood-based marque will never chase volume and will instead help the automaker cater to unique customer needs and more bespoke builds. “Our strategy moving forward isn’t to grow volume, it’s to grow the bespoke content of the cars because that’s what makes it a special experience for our clients,” said the CEO.


Rolls-Royce has had many organizational changes over the years; cars have been made using the brand name under three different companies, the latest of which has been a subsidiary of BMW since 2003 and almost owned Bentley. Despite this occasional tumult, an obsession with ultra-luxury refinement and bespoke design has always been a hallmark of the Goodwood-based marque.


1906 (Rolls-Royce Limited)


Charles Rolls & Henry Royce


Goodwood, England

Owned By


Current CEO

Chris Brownridge

Upgraded Factory Will Meet Demand For Bespoke Builds

The Rolls-Royce Bespoke department is hugely important to the automaker. Every car built in 2023 featured some kind of personalization, highlighting how important it is to grow this department and expand its already extensive capabilities. The chief executive says that the current production line has limitations. The paint shop, for example, can only apply duotone paint to 15% of all cars made, but customer demand for this exterior finish exceeds 50%.

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Rolls-Royce customers don’t appreciate lengthy waiting times. In fact, the automaker has said it won’t make customers wait more than 15 months for their car. “Everything we make is bespoke to the individual, and what we’re trying to do is create amazing bespoke goods for people and give them a great experience. It’s unlike anything I’ve done before,” remarked Brownridge.

Rolls-Royce Droptail front view

Large Shoes To Fill

The paint shop will be one of the first areas to be upgraded, and Rolls-Royce expects the entire project to be completed by 2029 at the latest. Over the last year, the automaker has unveiled myriad bespoke creations based on production models like the Cullinan and Ghost and has also crafted one-of-a-kind motorcars like the Droptail. In 2021, a customer commissioned the coachbuilt Boat Tail, rumored to have cost around $30 million.


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While Brownridge brings a wealth of knowledge and experience to the role, his predecessor left a large pair of shoes to fill. Müller-Ötvös, who served as chief executive for 14 years, steered the automaker to greatness. “Rolls-Royce had its most successful year last year, so it’s in great shape, but what we can also see is that the business has a very exciting future ahead of it,” said Bronwridge. “The foundations for that future are already in place. My job is to deliver that and deliver it perfectly – and define the next chapter of Rolls-Royce.”

Rolls-Royce Droptail 3/4 front view

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