Rolls-royce chases younger market
What in the world of sanity are we doing in Las Vegas, a steamy cauldron of weirdness and cosmetic enhancement and marriage chapels and mischief makers of all ages, and slot machines in airport arrival areas, and neons collectively flashing so cheerfully that they can be seen from space?
This is a place of rarely matched shameless gaudiness and ungodliness’, where the bizarre is absolutely normal.
Yet this is precisely where brand-sensitive Rolls-royce has deliberately chosen to show off its new Wraith Black Badge model.
Yes, Rolls-royce, historically redolent of cigar smoke and pinstripes and pile-carpeted boardrooms, of mainly old money clients, and, even whilst under the latter-day proprietorship of BMW, as defiantly British as the Grenadier Guards.
The new Black Badge variants of the Wraith (and the Ghost), were introduced earlier this year to a mix of acclaim and raised eyebrows at the Geneva motor show. ‘‘We were initially a little apprehensive about this transformative move for Rolls-royce,’’ says the brand’s global spinner, the smoothly urbane but delightfully mischievous Richard Carter. ‘‘It’s a disruptive car in our range, and there was some resistance from the old boys.’’
The word ‘‘disruptive’’ is aired often by the Rolls-royce gents
and there was some resistance from the old boys.
Already Rolls-royce owners are getting younger, the average age down to 43 from 55 in just five years, an extraordinary downward projection suggests Carter, adding that the youngest Rollsroyce buyer on record is a 26-year-old self-made Indian.
The average age will fall further with the Black Badge targeting younger, edgier and sometimes outrageous lads and ladies who might be in IT or fashion or music.
These are goers and shakers in their high 20s, 30s and low 40s, jammy people with the wherewithal and inclination to selfreward. But they bluntly told Rolls-royce a few years ago: ‘‘You have nothing for us. Give us something darker, edgier.’’
So two years ago, Rolls-royce created two new model alter-ego variants, more driver-focused and agile, to catch the eye of a very different breed of buyer.
Rolls-royce Dawn is based on the Wraith coupe and targets a younger market.