Rolls-Royce has announced a landmark investment exceeding $370 million USD to expand its manufacturing facility at Goodwood, marking its largest financial commitment to the site since its 2003 opening.

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

The luxury automaker Rolls-Royce is making a significant investment.

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.

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.

The new investment will expand production capacity for bespoke projects.

Rolls-Royce is investing 300 million pounds (about $376 million USD) to expand its Goodwood plant and focus on bespoke cars for an ultra-high-end clientele

BMW-owned Rolls Royce Motor Cars, like other luxury car brands, has seen an uptick in demand for bespoke and complex car models in recent months.