by Youth and Luxury: Who Buys Rolls-Royce Today?
Luxury cars are often associated with a certain stereotypical buyer, but reality can be surprising. Despite the extremely high cost of new Rolls-Royce cars, the average age of their owners has turned out to be lower than that of BMW or Mini buyers. It turns out that younger generations also appreciate exquisite things.
As reported by Gerry Spahn, Head of Communications for Rolls-Royce Americas, just 15 years ago the average age of a buyer of this brand was around 60 years. Now the situation has changed dramatically:
“Rolls-Royce is the youngest brand in the BMW Group, with an average client age of 43”
Regional Changes and Prices
In addition to the rejuvenation of the client base, the brand’s popularity is growing in North America. Last year, almost half of all Rolls-Royce sales came from this region. Furthermore, the cars have become more personalized, and their average price over the last decade has risen from $300 thousand to over $500 thousand.
An interesting fact from the brand’s history: in 1998, Volkswagen purchased Rolls-Royce and Bentley, but failed to consider that the rights to the name and logo belonged to Rolls-Royce PLC — an aircraft engine manufacturer. As a result, BMW quickly bought these rights for £40 million, and only since 2003 have they been the sole manufacturer of cars under this brand.
Today, Rolls-Royce continues to surprise — not only with its technology and design but also with who exactly chooses these cars. Young businessmen, technology leaders, and other representatives of the new generation are increasingly preferring this brand, which speaks to its ability to adapt to modern trends. At the same time, the rising prices of individual models make them not just means of transport, but true objects of collection.
