BMW-owned Rolls-Royce Motor is to expand its Goodwood factory and global headquarters due to a surge in demand for bespoke trimmings by its super-rich customers.
Rolls, which opened the Sussex site in 2003, said the £300 million upgrade would allow it to build more custom models.
The extra capacity would also allow it to incorporate greater capacity for electric-powered cars, though it has yet to say when it will switch fully away from fossil fuels.
Rolls-Royce announced the expansion with its sales update for 2024 showing volumes dropped to 5,712 units from a record 6,032 in the previous year.
Four new models were introduced last year with a basic price of £250,000 according to reports but the price can soar depending on the level of customisation.
Rolls said customers have asked for holographic paint, hand-stitched embroidery and 18-carat gold accessories in one instance.