Rolls-Royce introduces hipper, edgier $382,000 SUV for uber-rich young buyers.
The company, with its headquarters in bucolic Goodwood, England, opened a new chapter in its storied history last year when it launched its Cullinan SUV. The $330,000 vehicle was so successful that the company was forced to add another shift at its plant to keep up with demand. The Cullinan, which was developed in part to attract younger buyers, also helped Rolls-Royce to achieve record sales in 2018, with more than 4,100 vehicles sold.
The Black Badge series, now available in all five Rolls-Royce models, was introduced in March of 2016 and was designed"for the taste of a younger generation of luxury customer," according to the company. In addition to the enhanced performance and higher cost, Black Badge models have a"bold and darker" look, with high gloss black chrome on the Spirit of Ecstasy, grill, trunk handles and side frame finishers.
"The company has always been a British, stiff-upper-lip brand," Eric Minoff, a senior specialist and head of sales at Bonhams auction house, told ABC News."For a majority of its history it tried to focus exclusively on aristocratic luxury cars for people of supreme wealth. It's now appealing to a certain sect of young, moneyed people."
Like its competitors, Rolls-Royce was smart to change gears by altering its business strategy, he pointed out. "It's the company's duty to lure younger customers to the brand," he told ABC News in August."We're seeing a lower age group across the range -- Phantoms, too."Mark Takahashi, senior reviews editor at Edmunds, said wealthy drivers under the age of 40 care more about the environment than performance and chrome. Instead, Rolls-Royce could broaden its appeal with zero-emissions vehicles and non-animal leather interiors, he argued.
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