There customisation can be taken to a new, even pricier, level in consultation with the firm’s army of designers. Rolls will say merely that “hundreds” of customers have done so. The ultra-rich may not be feeling the pinch quite as hard as buyers of lowlier luxuries,

Rolls-Royce ( BMW.DE) CEO Chris Brownridge, like many other importers, is wary of President-elect Donald Trump's plans to impose an array of tariffs on an array of countries. But he's not all that worried, to be honest. That's because business has rarely been better for the carmaker with products that start at $370,000.

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

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 Motor Cars is going all-in on custom vehicles as the luxury carmaker sees growing interest in its bespoke offerings, according to CEO Chris Brownridge.

Chris Brownridge, Rolls-Royce Motor Cars CEO joined Bloomberg Open Interest to talk about how the ultra-luxury carmaker is trying to meet rising demand for personalized vehicles.