But before you assume this is just another high-gloss press release from the House of Flying Spur Envy, let’s ask what matters: Is this the start of something revolutionary—or simply a monument to opulence?

What’s new at Goodwood?

Let’s begin with the headline. Rolls-Royce is injecting more than £300 million into its Goodwood manufacturing facility—the largest investment since its doors opened in 2003. Back then, the factory had a modest staff of 300 and produced one car a day. Today? The workforce has swelled to over 2,500, churning out up to 28 hand-built vehicles daily. That’s not mass production—it’s precision craftsmanship with a payroll.

This isn’t just about building more cars. It’s about building more Rolls-Royces. The expansion will allow for even more elaborate Bespoke and Coachbuild commissions—think gold-threaded ceiling embroidery or a droptail rear deck designed to match your yacht.

Yes, really.

Why now?

You might be wondering: is this the best time to make such a lavish investment?

In 2024, Rolls-Royce delivered 5,712 vehicles globally—its third-best year on record. But here’s the kicker: Bespoke content value per vehicle rose 10% year-over-year. In plain English, customers spent more per car than ever before, and they’re not just choosing leather shades—they’re commissioning one-off artwork.

The Phantom Extended alone saw the highest level of Bespoke orders in company history. In other words, the well-heeled aren’t just back—they’re bored of the Bentley and craving the couture.

Is this about EVs?

Yes. And no.

The expanded Goodwood facility is being retooled with full electrification in mind, prepping for future battery-electric vehicles. But Rolls-Royce, ever the dandy in a world of joggers, isn’t diving in with a shout. It’s gliding into EVs with the Spectre, which in 2024 became the second-most requested model globally and the most in Europe.

This isn’t just a Tesla-fighter. It’s an Aston-Martin silencer. A Lucid humbler. A statement that luxury doesn’t have to be loud—though it certainly helps if it’s weighty, gilded, and silent as a confession booth.

Who’s buying all of this?

Surprisingly (or perhaps not), the answer is: everyone with taste and no budget cap. North America remained Rolls-Royce’s largest market by volume, with Europe, the Middle East & Africa, and Asia-Pacific all setting new records.

Emerging markets like Malaysia, Thailand, and the Netherlands posted explosive growth, while stalwart markets like the UAE, Germany, and Japan saw unprecedented demand for Bespoke.

The Middle East took the lead in highest average spend per car, proving that if you have oil, you might as well have a vehicle with 18-carat gold bonnet trim.

What is the client experience like now?

In a world where customer service has been reduced to chatbots and “please hold” loops, Rolls-Royce has gone in the opposite direction: Private Offices. These ultra-exclusive commissioning salons expanded in 2024 to five global locations, including Seoul and New York. Clients enter with a concept, and leave with a car that can’t be replicated—unless, of course, they own the patent.

Private Office commissions command a 25% premium over even standard Bespoke orders. But they come with a sense of theatricality that makes shopping at Harrods feel like a trip to the corner shop.

Even the brand’s Whispers app—its members-only digital concierge—saw a 55% increase in 2024. It’s Uber Black meets MI6, with fewer wait times and considerably better tailoring.

So, is this just a celebration of excess?

Not entirely.

Rolls-Royce isn’t simply building cars. It’s crafting cultural artifacts—each with its own VIN and provenance. The 2024 Arcadia Droptail Coachbuild commission was less a car, more a rolling sculpture. Rolls is doubling down on rarity, not reach.

With the Phantom approaching its centenary in 2025, this expansion underscores a broader mission: to preserve the soul of motoring while future-proofing the art form. In a time when cars are trying to be smartphones on wheels, Rolls-Royce is insisting that luxury still has a place in the garage—and it doesn’t need a subscription fee.

Enjoyed this article? Stay in the driver’s seat with more automotive insights! Follow @NikJMiles and @TestMiles on social media for the latest news, reviews, and behind-the-scenes exclusives. Don’t miss out—join the conversation today!

The post Rolls-Royce Doubles Down: £300M Goodwood Expansion Signals Ultra-Luxury’s Electrified Future appeared first on ROI TV.

Exquisite Craftsmanship

The Cullinan Series II elevates craftsmanship to unprecedented heights. Its interior showcases a new contemporary craft technique called Placed Perforation, developed by Rolls-Royce artisans. This technique creates artwork through tiny perforations in the leather, with up to 107,000 perforations, each measuring 0.8 to 1.2 millimeters, inspired by the ever-changing shapes and shadows of clouds over the Home of Rolls-Royce at Goodwood. Alternatively, the Duality Twill fabric, crafted from bamboo fibers, offers a sustainable yet luxurious option, reflecting nature’s finest elements. Every detail, from the intricate embroidery to the selection of materials, stretches the boundaries of automotive design.​

A Digital Luxury Experience

At the heart of the Cullinan Series II lies the SPIRIT digital interface, an advanced infotainment system that debuted on the Spectre and provides a more intuitive interface than previous models. Complementing this is the exclusive Whispers app, offering owners unparalleled connectivity and control over various vehicle functions. The redesigned dashboard features a full-width glass fascia with an illuminated gallery on the passenger side, which can be personalized as part of the extensive Bespoke program. Additionally, the Cullinan Series II offers internet connectivity, allowing clients to enjoy a Wi-Fi hotspot and independent streaming for each screen. For the first time, Bluetooth headphones can pair with the rear seat infotainment system. These elements harmoniously blend heritage with modernity, creating an environment where tradition meets innovation.​

Performance That Excites

Beneath its elegant exterior, the Cullinan Series II houses a formidable 6.75-liter twin-turbocharged V12 engine, delivering 563 horsepower in the standard trim and an exhilarating 592 horsepower in the Black Badge variant. This power ensures that the Cullinan is not just a visual masterpiece but also a performance powerhouse. The ZF eight-speed automatic transmission and all-wheel-drive system provide a smooth and responsive driving experience, whether navigating urban landscapes or exploring rugged terrains. The advanced Magic Carpet Ride system, combining self-leveling air suspension with continuously adjustable electronically controlled shock absorbers, ensures a ride quality that is both serene and dynamic. ​

Interior Features

Stepping inside the Cullinan Series II reveals a sanctuary of luxury and technology. The cabin is adorned with premium materials, including Grey Stained Ash wood and the innovative Duality Twill fabric, offering a tactile and visual feast for the senses. The updated SPIRIT system provides intuitive access to navigation, entertainment, and vehicle settings, all displayed on a high-resolution touchscreen. Rear passengers are treated to expansive legroom and amenities such as picnic tables, rear entertainment screens, and the newly introduced Immersive Seating with a center console. The 18-speaker Bespoke Audio system, powered by an 18-channel 1400-watt amplifier, transforms the cabin into a personal concert hall, ensuring an auditory experience that rivals the world’s finest venues. ​

A Bold Statement

For those seeking a more assertive aesthetic, the Black Badge Cullinan Series II offers distinctive exterior and interior enhancements. The front-end design features a redesigned lower air intake with widened veins, emphasizing the vehicle’s dynamic capabilities. The iconic Pantheon grille is now illuminated for the first time in both the Cullinan and Black Badge variants, adding a touch of modernity to its classic design. The Black Badge edition also boasts a signature black finish on the grille, complemented by a silver ‘horizon line’ that adds a sense of width and robustness while accentuating the vertical daytime running lights. The vehicle’s bold aesthetics are further enhanced by 23-inch wheels, with a complex design of 10 interwoven spokes, a first for Black Badge models. These elements cater to individuals who desire a vehicle that reflects their unique personality and taste for the visceral.​

Final Thoughts

The Rolls-Royce Cullinan Series II transcends the notion of a mere automobile; it is an experience, a statement, and a testament to what is possible when tradition and innovation converge. In a world where experiences are cherished above all, the Cullinan Series II offers an unparalleled journey into the realms of smart luxury. It is not just about reaching a destination; it’s about experiencing the pinnacle of automotive excellence along the way.​

Rolls-Royce Unveils the Opulent Cullinan Series II

The post New Rolls-Royce Cullinan, The Ultimate Luxury SUV appeared first on ROI TV.