Posts

In a new episode of Marketplace Europe, CNN’s Clare Sebastian visits the Rolls-Royce factory, taking a behind-the-scenes look at a brand that has become synonymous with luxury in the auto world and beyond.

Rolls-Royce CEO Chris Brownridge explains what the brand stands for, "Rolls-Royce is a house of luxury. And so, what we make are incredible bespoke handmade luxury goods and we deliver an extraordinary client experience."

The company has leaned heavily into the concept of bespoke models, heavily customised cars that appeal to ultra-wealthy auto lovers. Brownridge believes these opportunities are endless, "At Rolls-Royce the limit is really your own imagination."

Rolls-Royce says sales continue to increase, with a record 6,032 cars crafted in 2023, and they are planning to expand their factory at Goodwood, South England. Brownridge tells Sebastian, "We have a bottleneck. So, the lead time for some of these more complicated projects is longer than we’d like it. So, we’re investing here so that we’ve got the capacity to do that. So, one thing it isn’t about is making more Rolls-Royce, it’s because we’re a completely client-led organisation, and rarity is absolutely the prime. But what we’re doing is making sure that we can satisfy the demand."

Despite this expansion, Brownridge says the company will not be aiming to mass produce cars, "Not at all. Our mantra is all about creating value for our clients in the experience they have and the motorcars that they design and collaborate with us to produce. That’s where we create value for them. If that shift were to change, we wouldn’t be a real true house of luxury, and that would never change at Rolls-Royce."

Europe’s auto sector has faced a difficult few months with fears of new tariffs and a slowdown in China’s economy. Brownridge explains that Rolls-Royce often faces different challenges, "I think it’s important to delineate Rolls-Royce and the car market. We’re creating these handmade luxury goods. And so, the trends of the car market aren’t necessarily those that impact Rolls-Royce in China. That said, there are always headwinds and also strengthening markets around the world, and China for us this year is performing as we expected."

Sebastian takes a test drive in the Spectre, the company’s first fully electric model. Brownridge talks about how they are responding to growing pressures to electrify the fleet, "Having an electric drivetrain and a Rolls-Royce, it’s perfect. And as our mantra at Rolls-Royce is to strive for perfection. It gives us confidence about the future. So as the world moves away from fossil fuels, it means that we can continue to make magnificent motor cars."