Rolls-Royce are set to launch a new series of special edition cars in a bid to attract a younger audiences, establishing social media as a key area for the marketing of the series.
The company’s new Black Badge will aim to lure those regularly featured on Rich kids of Instagram with the special range of motor, potentially lowering the average age even further.
Chief Executive Torsten Mueller-Oetvoes said that Rolls-Royce customers are getting younger, as the luxury car maker prepares to launch a new series of special edition cars.
“In 2009 the average age of our drivers was 55, now it is 45,” Mueller-Oetvoes said in an interview on Tuesday at the Geneva Motor Show – should it continue at such a rate, Rolls Royce could be looking at an average age of 25-30 by 2030.
With over a million followers on Instagram, the brand is sure to attract attention from younger potential buyers – If the company is successful in attracting the attention of Rich kids of Instagram, there’ll likely be a surge in order for the special editions of the already luxury models.
Black Badge remains largely a mystery, but will be available on the Ghost and Wraith. The automaker is referring to the series as part of the brand’s “alter ego” and will feature a number of changes to the original model of either car.
With enhancements to the already beautifully crafted motors, the range will include a ‘deeper appearance’ due to a special Black Badge paint scheme and changes to the renowned Spirit of Ecstasy hood ornament, the car’s interior will replace traditional wood and chrome with carbon fiber and high-gloss black shade respectively, and adjustments will be made under the bonnet to edge toward a more sporty experience.
Rolls Royce now holds over a million followers on Instagram and will look to push this new ‘alter ego’ as a trendy alternative to the traditional model. With the company also currently working on an offroader for 2018, we could one day see Rolls Royce competing with the Range Rover as the king of luxury off-road vehicles.
Campaigns embracing social media is by no means a revelation, but we’re yet to see a worldwide luxury brand on the scale of Rolls-Royce attempt such a move, so it’ll be interesting to see how this one develops.
If you’re interested in buying one of these beauties, prices will start at around £250,000 – Pocket money!
