WASHINGTON, D.C. — Rolls‑Royce Motor Cars announced on Tuesday that it will expand its Goodwood plant in England to increase capacity for ultra‑luxury, bespoke electric models, beginning with a $3.5 million roadster slated for delivery in 2026.

The expansion will add roughly 200,000 square feet of floor space and is expected to raise the plant’s workforce from 1,200 to about 1,400 technicians and engineers. Rolls‑Royce plans to limit annual output to 2,500 units, a modest rise from the 2,300 cars produced in 2023, but intends to lift average transaction prices by up to 10 percent.

“We are shifting our growth strategy from volume to value,” said Andrew Harrison, chief operating officer of Rolls‑Royce Motor Cars. “Customers are willing to pay a premium for a truly unique electric vehicle, and our new facility will enable us to deliver that level of personalization while protecting margins.”

Industry analysts note that the move puts Rolls‑Royce in direct competition with high‑end electric offerings from Bentley’s Mulliner division and Tesla’s Roadster, both of which target affluent buyers seeking performance and exclusivity. A recent Bloomberg report projected that the global market for ultra‑luxury electric cars could reach $15 billion by 2028, growing at a compound annual rate of 12 percent.

The company’s decision aligns with a broader trend among manufacturers to embed advanced AI‑driven design tools and in‑house battery‑pack engineering, reducing reliance on external suppliers. Rolls‑Royce has partnered with a UK university to develop a proprietary solid‑state battery that could extend the roadster’s range to 400 miles on a single charge.

Key Takeaways

• Rolls‑Royce is adding 200,000 sq ft to its Goodwood factory to focus on bespoke electric models.
• The first product of the new line is a $3.5 million electric roadster aimed at ultra‑wealthy buyers.
• Production will rise modestly to 2,500 units while average selling prices are expected to increase by up to 10 percent.

The strategy underscores Rolls‑Royce’s confidence that a price‑led approach, rather than sheer volume, will sustain its profitability in a market where luxury consumers increasingly expect electric performance and bespoke experiences.