The Classic Image
We want you to imagine a Rolls-Royce owner. If you pictured someone a little bit older, then we can’t blame you. The name conjures images of old-world luxury with massive estates and links to royalty. It’s either that or said owner is a captain of industry, being whisked away to important social gatherings across cities.
But while the automaker still offers traditional luxury in spades, it’s also managed to lower the average age of its buyers. As it turns out, classic luxury cars have a strong appeal for younger, affluent shoppers. The thing is, Rolls-Royce didn’t just become a brand that suddenly attracted a new era of customers, but rather, it made the effort to make it happen.
How Rolls-Royce Pulled it Off
Julian Jenkins is the director of sales and brand for Rolls-Royce, and he recently told Automotive News that the average customer is 43 years old. You read that right; it’s older millennials who are now buying these cars. Before 2010, the average age was 56 years old, so how did the brand do it?
He added that, in some markets, the brand is showing relevance among the ultra-wealthy Gen-Z crowd. “In China, for example, we have some of our youngest clients who are in their mid to late 20s,” said Jenkins. There’s no doubt that China played a part in making Rolls-Royce a ‘young’ brand.
Jenkins pointed out that the Cullinan played a key role in bringing in younger customers to the marque, but it’s not the only reason for the drop in average ages. “Black Badge, Cullinan and also some of our bespoke creations have done that,” Jenkins said, further adding that it’s the ultra-exclusive Coachbuild division models such as the Boat Tail and Droptail actually attracting a younger crowd. “Those are Rolls-Royce models that have stimulated interest,” added the executive.
More Boutique than Showroom
Rolls-Royce has since responded to the new wave of customers by transforming its showrooms. Case in point, Rolls-Royce Motor Cars Beverly Hills went from merely selling cars to a place that hosts gatherings with its speakeasy-inspired lounge and bar. It’s called the Black Badge Lounge, and before anyone dismisses it as a gimmick, it’s actually become a destination for current and prospective owners. The showroom overhaul gives the client a more immersive experience.
Rival Bentley has also adapted a similar approach when it unveiled its new look for its shops. Jack Barclay Bentley in London was the first to get the boutique treatment, and like Rolls-Royce Beverly Hills, a large part of the store is dedicated as a bar that doubles as the reception area. As for Mercedes, it’s building standalone stores for the Maybach division to provide an exclusive and unique experience that’s far elevated from the usual Mercedes-Benz showroom. The aim is to make the visit feel less transactional and more warm and welcoming.
Also, Milton Pedraza, CEO of Luxury Institute, mentioned that the baby boomers who once made up a big chunk of Rolls-Royce sales are gradually fading out. Instead of simply sticking firmly to tradition, the British automaker managed to infuse its values while tailoring it to a new generation of customers. “Rolls-Royce truly is an iconic brand. It’s one of those like Hermes: It’s been around for generations and it continues to reinvent itself. Now reinventing itself into more bespoke. You pay half a million for the base and then you spend another half a million on ‘Customize it for me,'” said Pedraza.
Of course, the brand’s customers have always wanted a more bespoke vehicle, so it’s not a generational thing. The difference now is, it’s tweaked the formula and moved with the times.
Rolls-Royce
About the author
Anton Andres
News Editor