'A different level of luxury': How Rolls-Royce makes custom, 6-figure cars for the ultra-wealthy

About 28 cars are finalized every day at the Rolls-Royce Goodwood factory in England. Will Mackenzie/Business Insider Rolls-Royce builds customized vehicles for customers at its factory in Goodwood, England. Clients can choose from tens of thousands of customization options, from color to woodwork. Some customers will then outsource further modifications to other companies. For ultra-wealthy individuals , money can buy just about any high-end car their hearts desire. In a world of mass-produced cars that all look alike, some of these individuals want something one-of-a-kind. That's where Rolls-Royce comes in. The British automaker has long been synonymous with personalized vehicles, known as bespoke builds. But at its factory in Goodwood, England, customization is taken to another level. Customers can choose from more than 44,000 color options, custom wooden veneers hand-crafted by artisans, and even a star-covered ceiling that replicates the real night sky.