Rolls Royce knows where the money’s at, and it’s not afraid to go after it.
Out of the three BMW Group brands – Mini, BMW, and Rolls Royce – Rolls holds the record of youngest average buyers. Shocking, isn’t it? But, it seems like the company has sunken its teeth into a new target audience, and it is not about to let go anytime soon.
Switching Things Up
Auto-manufacturers are known to lament over how difficult it is to target younger buyers. The only way to do this is to lower prices, which just isn’t possible for luxury carmakers – which is why Rolls Royce’s announcement especially came as a shock.
This news broke out in South Korea, where the automaker reportedly aimed to sell to a younger crowd. Sales in the country skyrocketed so much thanks to its young tech millionaires that Royce’s average buyer age went from 53 to 45 in the last five years. Needless to say, the South Korean market caused a ripple effect of sorts, edging into China and the UAE, as well.
Introducing the Ghost Black Badge
You can’t be a high-end brand without a killer marketing team, and it seems Rolls Royce has that all sorted. By way of a short animation clip, the world enjoyed a sneak peek at the new Ghost Black Badge.
The NFT (non-fungible token) animation features a Ghost-resembling Black Badge in a dark city scene slowly creeping into the frame. As of now, we don’t have a name for the model but apparently, the silence is soon to be broken. Confirming a new addition to the line-up, the high-end auto-manufacturer is set to announce a brand new chapter in Black Badge’s remarkable history.
What Can We Expect?
Though the only thing we have to work with is the released animation, it wouldn’t hurt to presume what the Black Badge could look like. Traditionally, its upgraded variants come with a bespoke interior and uprated suspension, brakes, and power.
Generally, they are styled with darker hues in obvious body parts such as the exhaust pipes, boot trim, side frames, emblem, and front grille. Additionally, owners can heavily personalize their cars if they wish to do so.
Reportedly, 27% of Rolls Royce’s commissions come from their Black Badge models, the design of which is usually inspired by other means of luxury travel such as private aircraft and yachts.
