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.

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

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.

Rolls-Royce has announced an additional £300m in funding for its Goodwood manufacturing site as it looks to broaden its bespoke facility and prepare the brand for future electric vehicles. The investment – which is the largest single injection of cash into the plant since it opened in 2003 – will create extra room for the brand’s Bespoke and Coachbuild projects which allow customers to uniquely tailor their cars.

Rolls-Royce aims to boost profits by enhancing the level of personalization in its cars, rather than increasing production volumes.

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 Motor Cars is going all-in on custom vehicles as the luxury carmaker sees growing interest in its bespoke offerings, according to CEO Chris Brownridge.

Royce Motor Cars has said that it would be ramping up investment in its Goodwood manufacturing location, in an attempt to strengthen its commitment to the UK. View on euronews