Rolls-Royce CEO Chris Brownridge stated that the Chinese market remains a critical priority for the company. To support local operations, the brand maintains one of its four global bespoke centers outside of the UK in Shanghai, alongside locations in Dubai, New York, and Seoul.
The Shanghai bespoke center has seen consistent growth since its launch in August 2023. Revenue at this facility increased by approximately two-thirds in 2025 compared to the previous year. This performance has prompted the company to expand production capacity at its Goodwood manufacturing plant in the UK to meet rising demand from China.
The company reports that the average value of vehicle customizations in China is increasing annually as client requests become more specific. Brownridge emphasized that Rolls-Royce prioritizes product value over total production volume, viewing its presence in China as a long-term strategic investment rather than a pursuit of short-term quarterly results.
