The next time you see a Rolls go by, see who's driving it, or rather, the one in the back being driven by a driver. The average age of Rolls-Royce customers is not very young for several reasons, starting with prices.
However, the English manufacturer wants to attract a younger clientele. To achieve this, he wants to change his image with the population so that his brand is no longer associated with the "old rich". One would have imagined for a moment that Rolls-Royce would market a more affordable vehicle, but in reality, that is not the case at all.
He simply commissioned the Pentagram studio to create a new identity for him, it seems like nothing, and yet Rolls relies heavily on image to attract new young and wealthy clients. The design studio began by recreating the Spirit of Ecstasy statue in two dimensions so that it could be better used in digital media. In addition, Rolls-Royce chose a new color, purple, which according to the creative agency, symbolizes wealth, royalty, art and mythology.
“With the brand's growing digital presence, there has never been a more important moment for the visual language of the company to reflect our position as the world's leading luxury brand. We have embarked on a fascinating journey of modernization of our brand to reflect the changes observed in our range, in the demographics of our customers, in their lifestyle and in the world of luxury that surrounds them. ", said Rolls-Royce CEO Torsten Müller-Ötvös.
Will this be enough to reverse the trend? It's up to you to tell us in the comments. As a reminder, the English brand recently launched the Cullinan which has visibly found its customers. Rolls-Royce also has the Wraith and Dawn which appeal to a younger crowd more. Soon a new Phantom will be launched on the market, we await its presentation.