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Core Viewpoint - Rolls-Royce is expanding its Goodwood base to enhance customization and one-on-one customer service in response to declining interest in its first electric model, the Spectre, which has seen a significant drop in sales since its initial launch [3][8][11]. Group 1: Expansion and Customization - Rolls-Royce is investing over £300 million in the expansion of its Goodwood headquarters, marking the largest single capital injection since BMW Group took over in 2003 [8]. - The expansion aims to double the size of the existing factory and is not primarily focused on increasing production capacity but rather on meeting the growing demand for high-end customization [8][10]. - The new facility will include a dedicated paint shop for complex customization requests, allowing for unique color matching and design [8][10]. Group 2: Customer Engagement and Pricing - Rolls-Royce is establishing a global network of "Private Offices" to provide a personalized experience for ultra-wealthy clients, allowing them to engage directly with designers [10]. - The average price of a Rolls-Royce has increased from approximately £300,000 a decade ago to over £500,000 today, with over 20 vehicles sold in the past year priced at no less than £1 million [10]. - This high-end customization strategy not only enhances brand value but also helps mitigate market fluctuations [10]. Group 3: Electric Vehicle Challenges - Despite the strong brand loyalty, the initial excitement for the Spectre has waned, with sales dropping by 45% in the first three quarters of 2025 compared to the previous year [11][14]. - The Spectre's share of total sales has decreased from one-third in 2024 to less than one-fifth in 2025, indicating a shift in consumer preference away from electric models [11][14]. - Concerns about electric vehicle range anxiety and resale value are affecting even ultra-wealthy buyers, leading to a hesitance in purchasing electric models [11][14]. Group 4: Industry Trends - Other luxury brands, such as Bentley and Ferrari, are also adjusting their electric vehicle strategies, delaying timelines for full electrification due to weak demand and infrastructure uncertainties [15][18]. - Rolls-Royce's approach is not to abandon electric vehicles but to focus on complex customization and exclusive services to retain core customers [15][18].