The British ultra-luxury brand has to reconsider its current strategy of luring customers, as those who are looking to buy a Rolls-Royce are getting younger.
Long gone are the days when everything Rolls-Royce’s customers wanted was to sit back on the lounge-like seats and enjoy in full serenity the ride, while the chauffeurs took care of the driving part for them. At the Geneva Auto Show, the brand showcased two bespoke dark versions of the Ghost and Wraith – the Black Badge – specifically tailored for “a group of young, driven, self-made people that will make a bold and edgy lifestyle statement about their lives”. Until not so long ago, this kind of statement from the pinnacle of luxury concept in the automotive world was unthinkable. “Bold and edgy” were not in any case characteristics of Roller’s clientele. But the world is changing and customers as well. Considering this, models such as the Wraith Coupe and Ghost II came to life to please those who would rather take the wheel themselves. Furthermore, the company also adapted its PR strategy, by announcing all sorts of news via social media such as Twitter, Facebook or Instagram.
“In 2009 the average age of our drivers was 55, now it is 45,” Chief Executive Torsten Mueller-Oetvoes said in an interview at the Geneva Motor Show. So, Rolls-Royce is focusing more on performance rather than style, enhancing the dynamics features of its models. “The cars have more horsepower and more torque,” Moeller-Oetvoes said. And, of course, there is the SUV euphoria, so Rolls-Royce is also working on an off-roader, which will be built at its Goodwood plant in England and enter the market around 2018, he said.