The Rolls-Royce of today is a far cry from the Rolls-Royce you might remember.
It’s a pretty easy image to picture in your mind: the traditional and archetypal owner of a Rolls-Royce, an older, distinguished gentleman, probably the only kind of person who could appreciate a land yacht like a Rolls-Royce, with acres of leather and wood and immense footprint. However, that description of any Rolls-Royce, as well as its owner, is a dated one, and when it comes to that, Rolls-Royce has proof. The historic luxury brand celebrated a record financial year in 2022, and with the popularity of the Cullinan SUV, the reveal of the brand’s first all-electric model, the Spectre, and the opening of Rolls-Royce’s first global Private Office in Dubai, the change that the brand has experienced has been for the better.
As Torsten Müller-Ötvös, CEO of Rolls-Royce Motor Cars said in an interview with Yahoo Finance, the brand hasn’t just changed itself, but so has its archetypal owner. According to the interview, the average age of the current Rolls-Royce owner is 42, which is much younger than many mental images of the brand might suggest. As Rolls-Royce aggressively pursues contemporary and even futuristic products and features, with EVs, NFT projects, and more being introduced last year, younger customers are beginning to appreciate the style, driving characteristics, and bespoke personalization that the Rolls-Royce offers, which paired with futuristic and modern features create the ultimate luxury automotive experience. With this younger average customer age, Rolls-Royce shows that it isn’t just trying to be youthful as a brand, but succeeding.
Source: Yahoo Finance