In the annals of history, a momentous event unfolded in 1997 that presented BMW Group with a rare and momentous opportunity—to acquire none other than the esteemed Rolls-Royce Motor Cars. This transcended a mere business deal, as Rolls-Royce stood as an iconic institution renowned worldwide, its roots tracing back to the year 1904. It epitomized excellence, becoming the aspiration of brands and products across various industries, all vying to be “the Rolls-Royce of…”
Upon becoming the new steward of this prestigious brand, BMW Group faced a formidable challenge—to construct a befitting abode for Rolls-Royce, one that would reflect its stature and heritage. Numerous towns and cities in Britain clamored to be the chosen location, enticed by the promise of investments and high-quality jobs. Yet, it swiftly became evident that only one place could do justice to the marque and its discerning clientele.
The connection between Rolls-Royce and Chichester, along with its surroundings, ran deep. One of the company’s founders, Sir Henry Royce, spent his final 16 years at his beloved home, Elmstead, in West Wittering. It was within these very grounds that he sketched the initial design of the legendary Merlin aero engine on the sands of West Wittering beach—a powerplant that later propelled the iconic Spitfire aircraft.
This historical association naturally drew attention to Goodwood, situated eight miles away. Motorsport enthusiasts knew it as the home of the Goodwood Motor Circuit and the renowned Festival of Speed. Additionally, the expansive Goodwood Estate, with its racecourse and hotel, enjoyed international acclaim and familiarity among Rolls-Royce’s esteemed clientele. It was the perfect choice.
With the land at Goodwood secured, the task ahead was no ordinary feat. Here, Rolls-Royce wouldn’t just manufacture automobiles; it would craft the world’s most desirable super-luxury goods, catering to an exclusive and discerning global clientele. To design the Home of Rolls-Royce, the company enlisted the acclaimed architects Nicholas Grimshaw & Partners, renowned for their work on London’s Waterloo International railway station and Cornwall’s Eden Project. The result was a striking, contemporary, and sustainable building harmoniously integrated into its surroundings—an emblem of the innovative, technologically advanced, and meticulously crafted products it would house.
Today, two decades on, the Home of Rolls-Royce at Goodwood remains the sole place worldwide where these luxury cars are both designed and handcrafted. Moreover, it serves as the global headquarters of a business that operates in more than 50 countries. Supporting Goodwood’s streamlined manufacturing processes, Rolls-Royce inaugurated its Technology and Logistics Centre in Bognor Regis in 2016.
With its new abode secured, Rolls-Royce sought to reclaim its status as “The best car in the world” with a flagship product, and the Phantom emerged as the result. The Goodwood era saw the delivery of the first-ever Phantom on January 1, 2003, ushering in a new era for the brand. In the subsequent years, Rolls-Royce introduced the Phantom Drophead Coupé and the imposing Phantom Coupé, the latter significantly influencing the brand’s design philosophy for years to come.
As the brand’s new incarnation garnered appeal among a younger, self-made generation with distinct demands, Rolls-Royce responded in 2010 with the introduction of the Ghost—a driver-focused and approachable model that swiftly became the best-selling Rolls-Royce in history. Subsequent years saw the launch of the powerful Wraith, followed by the Dawn drophead in 2016. And in 2018, Rolls-Royce unveiled the highly coveted “Rolls-Royce of SUVs,” the Cullinan, which provided a signature “Magic Carpet Ride” experience both on and off the road.
Rolls-Royce also recognized the need to cater to clients seeking something more unconventional. Enter the Black Badge series—more potent and uncompromising versions of the Ghost, Wraith, Dawn, and Cullinan models, accounting for a substantial portion of the cars built at Goodwood.
This period marked the renaissance of not just a car company, but a celebrated global luxury brand. Rolls-Royce regained its status as the ultimate symbol of success for industry leaders and cultural icons alike. With products that allowed for unparalleled personalization, Rolls-Royce appealed to individuals seeking to express their personality and individuality through the objects they owned.
Following BMW Group’s acquisition and the creation of a fitting home for Rolls-Royce, another grand endeavor unfolded in October 2022—the introduction of the groundbreaking ultra-luxury electric super coupé, Spectre. This heralded a new age, as Rolls-Royce committed to making all its new models fully electric by the end of 2030.
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