Rolls-Royce is expanding its bespoke operation due to growing customer demand for exclusive items, a trademark service offered by the BMW-owned British luxury carmaker.

The bespoke operation, based at the automaker's plant at Goodwood, southern England, will double the number of workers, designers, engineers and project managers to over 50 by the end of 2011.

Rolls-Royce said it had seen a significant increase in customer demand for personalised features, transforming the cars into unique models.

Bespoke operations allow customers to commission cars to suit their personal lifestyles.

Sales and marketing chief Jolyon Nash said: “The ability to bespoke one’s vehicle has always been at the heart of Rolls-Royce.”