For a century, the Rolls-Royce Phantom has defined not only the Rolls-Royce marque but the very idea of automotive excellence. Across eight generations, Phantom has served as the world’s benchmark for luxury, craftsmanship, and engineering artistry—an enduring symbol of influence and individuality.

In a bold commitment to the future of ultra-luxury motoring, Rolls-Royce Motor Cars is investing over £300 million to expand its Goodwood manufacturing facility. This is the largest single investment in the site’s history and underpins the marque’s transition to an all-electric future. The extension supports increasing demand for Bespoke and Coachbuild creations—deeply personal commissions where craftsmanship meets imagination.

When the facility opened on 1 January 2003, it employed 300 people and produced just one car a day. Today, over 2,500 specialists work on-site, producing up to 28 vehicles daily, with an additional 7,500 supported in the broader UK supply chain. A 2023 LSE study estimates the company’s economic contribution to the UK at nearly half a billion pounds annually.

In 2024, Rolls-Royce recorded its most successful year ever for Bespoke commissions. Demand surged globally, with clients seeking to transform their motor cars into rolling works of art. The average value of Bespoke content per vehicle rose by 10%, with creations inspired by everything from natural wonders to personal milestones.

Phantom Extended once again proved to be the preferred canvas for highly detailed commissions. Noteworthy achievements included hand-stitched embroideries with nearly 870,000 stitches, intricate marquetry composed of over 500 hand-cut wood elements, and sculptures cast in solid 18-carat gold. Even Spectre, the marque’s first all-electric model, ranked second in Bespoke content—a signal of the future’s creative potential.

The Middle East led in average Bespoke value per car, followed by North America and Europe. Rolls-Royce Coachbuild, representing the highest level of customisation, unveiled Arcadia Droptail, the latest in a lineage of one-off masterpieces that includes the iconic Sweptail and Boat Tail.

The expansion of the Rolls-Royce Private Office network in 2024 marked another stride toward deepening personal connections with clients. New locations in New York and Seoul joined existing hubs in Dubai and Shanghai, replicating the Goodwood commissioning experience abroad. These invite-only spaces offer clients direct collaboration with designers, often resulting in commissions with 25% higher average value.

Rolls-Royce also continued evolving its digital ecosystem through "Whispers"—the brand’s exclusive members-only app. Membership grew by 55%, giving clients unparalleled access to the brand, insider content, curated experiences, and direct communication with marque executives.

Rolls-Royce introduced four new models in 2024, including the Cullinan Series II and Ghost Series II, along with their Black Badge variants. Combined with full-year sales of Spectre, these launches drove global sales to 5,712 units—the third-highest figure in company history.

Spectre quickly became the most popular model in Europe and the second-most globally, praised for preserving the signature Rolls-Royce characteristics of silence, comfort, and the hallmark ‘magic carpet ride.’ Phantom maintained its position as the brand’s ultimate expression of rarity and prestige.

Sales soared in key markets such as North America, the Middle East, and Asia-Pacific. Notably, China continued to attract a younger clientele, exemplified by increasing traffic at the Shanghai Private Office. Emerging markets such as Malaysia, Thailand, and the Netherlands also showed strong growth, while established territories including Germany, Japan, and the UAE reported record-breaking performance.

As the Phantom enters its second century, Rolls-Royce celebrates not only its iconic legacy but the clarity of its future vision. With electrification on the horizon and unprecedented client interest in personalisation, the marque continues to evolve—always guided by the same principles of excellence, individuality, and innovation that have defined it for 100 years.