Rolls Royce are challenging their ‘crusty’ stereotype by catering towards the well-heeled baby-boomer and millennial market with their new ‘Black Badge’ series, in the hope that it will capture sales opportunities for today’s young, ‘self-empowered, self-confident rule-breakers’.
The company says the ‘Black Badge’ models – the Ghost Black Badge and Wraith Black Badge – ‘speak to the darker, more assertive, confident and demanding aesthetic of these customers’ and represent ‘a truly bespoke response to their desires’.
Features of the model include the use of aluminium-threaded carbon-fibre composite surfacing in the interior, a black starlight headliner, new composite carbon fibre alloy wheels unique to each vehicle and a finish to its black exterior that, the company says, results in the ‘deepest, darkest and most intense black ever seen on a production car surface’.
The iconic ‘Spirit of Ecstasy’ also gets a makeover and company engineers have delivered even more power from the models’ already formidably powerful 6.6-litre V12 engine.
“Today, I am announcing that Rolls-Royce Motor Cars will create a permanent Bespoke series of motor cars for a group of young, driven, self-made people that will make a bold and edgy lifestyle statement about their lives,” Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars said.
“In an unprecedented collaboration with these new customers, Rolls-Royce has confidently created ‘Black Badge’, the ultimate in pure luxury style and engineering substance. Technically and aesthetically ‘Black Badge’ is the alter ego of Rolls-Royce Wraith and Ghost; darker, more assertive, more confident and powerful, and more demanding. With Black Badge we have created the most powerful presence on the luxury landscape. It is a truly transformative moment for our great brand.”
Although the price of these Rollers has yet to be disclosed, they won’t be cheap. However, there will likely be plenty of ‘high-rollers’ around to snap them up.