Fifteen years ago, the average age of a Rolls-Royce buyer was a somewhat predictable 56 years old. But that has changed dramatically in recent years. As we reported in 2017, the average age has shifted to around 45 years. Now there is a good reason to assume that this could be even younger in the coming years. Beacusion in conversations with The driveJon Colbeth, President of Rolls-Royce North America, showed that the average age of a new customer of the Rolls-Royce Spectre customer is indeed significantly lower than 45 years.
Rolls-Royce Spectre customer younger
At an event that was recently attended in Colorado Springs, in which BMWblog took part, Colbeth informed the media that the average age of an “incoming” ghost buyer at the age of 35, almost ten years younger than the average age in the entire brand, hovered. In addition, 40% of buyers who choose a Specter house are completely new to the brand. The data translates directly into a message: Rolls-Royce finds new types of customers. This makes sense when you consider that the ghost is a historical first for the brand, the electrification is used instead of V12 engines of great performance. And while some traditionalists can switch off, there are clearly other who are ready and able to take their place.
The age game is important for all car manufacturers. After all, you don’t want your entire customer base to die “age outside the market”, so to speak. Luxury brands such as Mercedes-Benz and BMW are particularly at risk, but the next Echelon das segment that rolls and others like Bentley looks like similar hurdles. Due to the high entrance price, the average age rotates higher. Therefore, it is even more important to find younger buyers. There is also the problem of brand perception. As an “car of an old man”, a la Buick, it can be a slow -looking poison for every brand. Apparently it is not a problem for the boys and girls in Goodwood.
The children love technology
“New technology, new materials, new designs, everything plays a role,” said Colbeth. “Tech is important for young customers, and that’s why the ghost has charged with those who want to buy their first Rolls-Royce.” The brand has definitely also put its money where its mouth is. It is of course the first excursion of the brand to full electrification. Thanks to some clever engineering, Specter also offers a 30% stiffer room for Rolls-Royce car. It has three times as many computers compared to a previous model. An advanced suspension system enables automatic decoupling of the anti-roll rods of the car for even greater comfort in the cabin.
Before the start, Rolls-Royce Manager claimed that the ghost was the “Rolls-Royce who changes everything”. As it turns out, they seem to be correct. We have to see how far the average age of a Rolls-Royce customer will fall in the coming years to get a real understanding of how much change the ghost has granted the brand. [Source: The Drive]
