Rolls-Royce Is Expanding Its Factory Without Expanding Its Production, Despite Increase in Sales: “Our focus is adding bespoke capacity.”

Rolls-Royce is a brand of luxury cars that fans of luxury cars will know well. Globally, the British brand is a synonym for luxury vehicles and despite some serious shakeups about half a century ago, the brand is still very much alive and well.

And while Rolls-Royce’s cars are seeing an increase in sales, the company has a very interesting plan when it comes to the future of its vehicles.

Namely, Rolls-Royce is not going to invest in quantity, but rather in quality. The brand’s new North American president Jon Colbeth recently explained what that plan is going to look like and it is really like nothing you’ve seen before.

Back in 2024, Rolls-Royce sold a total of 5,712 vehicles. It might not look like much, but in the 10-year period since 2014, this is an increase of roughly 1,700 vehicles. And while last year’s numbers aren’t such a major increase when compared to 2023’s 5,063 vehicles, it is still a number worth noting.

And while the brand could most assuredly sell more vehicles – especially now that they have entered the EV market with the amazing all-electric Spectre, and the Cullinan SUV is also worth mentioning – the brand’s new North American president Jon Colbeth revealed that they have no plans to drastically increase the quantity of their vehicles.

The company’s stance is that the race to increase volumes is a “race to the bottom” in which they, as a company don’t want to participate; their focus are bespoke vehicles. “We don’t want to be the car for everybody. It’s not what we’re about,” he says.

He then revealed an interesting business strategy. “We’re investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is adding bespoke capacity and allowing each commission to be more special for clients,” Colbeth said.

This is definitely unique. Such a large investment only to produce the same amount of cars? Well, Rolls-Royce certainly can afford that and we think that there could be something there, especially for them.

As a brand that has managed to remain unique in a very diverse market, Rolls-Royce is sticking to its tradition and to its loyal customers and it seems that it’s paying off, since their numbers are only getting better.

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