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Miami Herald
2 days ago
- Automotive
- Miami Herald
This Rolls-Royce Model is Attracting Way Younger Buyers
Back in 2010, the average age of a Rolls-Royce customer was 56. A decade and a half later, that number has dropped significantly. Your first instinct might be to lay blame at the feet of a still-exploding tech field, but you'd only be half right. In fact, the reason Rolls-Royce customers are starting to skew younger may be because the brand made the controversial jump to electrification. That's right - the all-electric Rolls-Royce Spectre is leading the charge and dropping the average age of Rolls-Royce customers like a stone. According to an interview with The Drive, the Rolls-Royce Spectre is attracting a new kind of buyer. President of Rolls-Royce North America, Jon Colbeth, claims that the average age of someone buying a Spectre as their introduction to the brand is just 35 years old. It's part of the reason that the current average age of a Rolls-Royce customer hovers around 42 years old - nearly 15 years younger than it was well, fifteen years earlier. "Tech is important to youthful clients," Colbeth told The Drive. "That's why the Spectre has resonated with those looking to buy their first Rolls-Royce." The new technology, materials, and design are central to the age changeup, Colbeth continues, but the Spectre's success story extends further than just attracting younger buyers. It's also finding a lot of new buyers, which is arguably a more important figure to look at. Rolls-Royce's President says that 40 percent of people purchasing a Spectre are completely new to the brand. As a reminder, the Spectre Black Badge - not something Rolls originally had in mind for the EV - is the most powerful Rolls-Royce model ever. It launched earlier this year, bringing an incredible 659 horsepower and 792 pound-feet of torque, new 23-inch wheels, new options, and new paint finishes to what was already an attractively styled and super exclusive luxury coupe. One takeaway from the Spectre's impact on Rolls-Royce is that hope may not be lost for brands that have largely built their reputations around the combustion engine. Lamborghini, Ferrari, Porsche, and others find their identity inextricably tied to their combustion engines. That's a party Rolls-Royce and its iconic V12 engines would definitely have been invited to, if not hosting. The brand's success with the Spectre clearly illustrates that electrification is a valid path forward for almost any brand. While old buyers may leave, new buyers are seemingly excited and ready to join the queue. Rolls-Royce claims that the Spectre was "the most requested Rolls-Royce model in Europe last year and the second most demanded globally" in 2024. Incredibly, it also notes that the model boasted the "second-highest level of Bespoke content per motor car" in the brand's portfolio. Electrification is unfolding for Rolls-Royce at an explosive level that no one really saw coming. Driving the average customer age down tells volumes about the brand's staying power, too. Small design tweaks that have kept the brand instantly recognizable, combined with excellent powertrains and continued excellence in materials and presentation, have ensured the Goodwood automaker is here to stay before and after electrification. Copyright 2025 The Arena Group, Inc. All Rights Reserved.
Auto Blog
2 days ago
- Automotive
- Auto Blog
This Rolls-Royce Model is Attracting Way Younger Buyers
The average Rolls-Royce customer is probably younger than you expected Back in 2010, the average age of a Rolls-Royce customer was 56. A decade and a half later, that number has dropped significantly. Your first instinct might be to lay blame at the feet of a still-exploding tech field, but you'd only be half right. In fact, the reason Rolls-Royce customers are starting to skew younger may be because the brand made the controversial jump to electrification. That's right — the all-electric Rolls-Royce Spectre is leading the charge and dropping the average age of Rolls-Royce customers like a stone. Rolls-Royce's President says its first EV is growing the brand in all kinds of ways According to an interview with The Drive, the Rolls-Royce Spectre is attracting a new kind of buyer. President of Rolls-Royce North America, Jon Colbeth, claims that the average age of someone buying a Spectre as their introduction to the brand is just 35 years old. It's part of the reason that the current average age of a Rolls-Royce customer hovers around 42 years old — nearly 15 years younger than it was well, fifteen years earlier. 'Tech is important to youthful clients,' Colbeth told The Drive. 'That's why the Spectre has resonated with those looking to buy their first Rolls-Royce.' The new technology, materials, and design are central to the age changeup, Colbeth continues, but the Spectre's success story extends further than just attracting younger buyers. It's also finding a lot of new buyers, which is arguably a more important figure to look at. Rolls-Royce's President says that 40 percent of people purchasing a Spectre are completely new to the brand. As a reminder, the Spectre Black Badge — not something Rolls originally had in mind for the EV — is the most powerful Rolls-Royce model ever. It launched earlier this year, bringing an incredible 659 horsepower and 792 pound-feet of torque, new 23-inch wheels, new options, and new paint finishes to what was already an attractively styled and super exclusive luxury coupe. Rolls-Royce Spectre Black Badge Is the falling age of Rolls-Royce customers a foreshadowing for other engine-centric brands? One takeaway from the Spectre's impact on Rolls-Royce is that hope may not be lost for brands that have largely built their reputations around the combustion engine. Lamborghini, Ferrari, Porsche, and others find their identity inextricably tied to their combustion engines. That's a party Rolls-Royce and its iconic V12 engines would definitely have been invited to, if not hosting. The brand's success with the Spectre clearly illustrates that electrification is a valid path forward for almost any brand. While old buyers may leave, new buyers are seemingly excited and ready to join the queue. Final thoughts Rolls-Royce claims that the Spectre was 'the most requested Rolls-Royce model in Europe last year and the second most demanded globally' in 2024. Incredibly, it also notes that the model boasted the 'second-highest level of Bespoke content per motor car' in the brand's portfolio. Electrification is unfolding for Rolls-Royce at an explosive level that no one really saw coming. Driving the average customer age down tells volumes about the brand's staying power, too. Small design tweaks that have kept the brand instantly recognizable, combined with excellent powertrains and continued excellence in materials and presentation, have ensured the Goodwood automaker is here to stay before and after electrification. About the Author Steven Paul View Profile
The Drive
22-06-2025
- Automotive
- The Drive
Average Age for a New Rolls-Royce Spectre Owner Is Just 35
The latest car news, reviews, and features. How old do you think the average Rolls-Royce owner is? Well, the answer depends on when the question was asked. Had you asked about 10 to 15 years ago, the number was right around 60 years old. Over the last decade, however, things have drastically changed—blame it on the ever-changing dynamics of global wealth or Rolls-Royce's shifting product strategy. Either way, that number is now around 42 years old across the brand, but the new Spectre EV is shaking things up drastically. In a conversation with the new President of Rolls-Royce North America, Jon Colbeth, I learned that the average age of an incoming Spectre buyer is just 35 years old. Furthermore, 40% of Spectre buyers are new to Rolls-Royce. Now, it's worth highlighting two details: This isn't the new average age for the brand, nor all Spectre buyers. It's the average age of someone who is buying a Spectre as their first Rolls-Royce. But either way, it's an impressive figure, and a hell of an accomplishment. I'm just two ticks older than that, and I'm nowhere close to buying my first Rolls-Royce, let alone a Spectre. Maybe I could swing an old dilapidated one from Facebook Marketplace, but probably not even that. Rolls-Royce In all seriousness, the average age of a customer is vital business for a brand like Rolls, but they're not alone. Cross-town rivals Bentley and even volume sellers like Mercedes are all concerned with lowering that number every year. The goal is not to let your clientele age out, because if that happens, well, your sales die along with them. 'Tech is important to youthful clients, and that's why the Spectre has resonated with those looking to buy their first Rolls-Royce,' Colbeth told me. 'New tech, new materials, new designs, it all plays a role.' On a recent media drive for the Series II Cullinan SUV and Ghost sedan, I was amazed at the color combinations Rolls had on hand. Purples, greens, bright blues, and a wide array of interior hues and materials. These weren't your grandparents' (or the Queen's) Rolls-Royces; these catered to a much hipper, younger, and richer clientele. If you think it's the Eton College aristocracy that's buying up these cars, think again. Colbeth, who assumed his role back in January, spent several years as Rolls' Head of Ownership Services, where he got to know the brand's dealer network and its most esteemed clients. During the media event—which coincided with the Rolls-Royce Owners' Club annual meet in Colorado Springs—I spotted him mingling with loyal fans and clients, regardless of whether they owned a less-than-stellar restoration project, a seven-figure Pebble Beach winner, or maybe didn't own a Rolls at all. Colbeth was a friendly guy by all means, who was open to discussing various aspects of the brand while I drove him back to our hotel in a Ghost Black Badge after a lovely dinner. Rolls-Royce While this is purely my opinion, it would appear that, like most brands that must evolve or die, the Goodwood house's approach to all aspects of the business has had to become more welcoming and less uptight. And its executives, like its clients, reflect that. Got a tip? Email us at tips@
Auto Blog
12-06-2025
- Automotive
- Auto Blog
Rolls-Royce Wants to Focus on Exclusivity and Brand Heritage Over Production Numbers
Instead, it is investing more on a money-making program that other luxury automakers are doubling down on. Rolls-Royce isn't like everyone else Growing sales numbers and volume are the name of the game for some of the most popular automakers like Toyota, Volkswagen, and Ford, but lately, even some of the most venerable names making premium cars have been ramping up their output. In recent years, luxury powerhouses like BMW and Mercedes, and even exotic brands like Lamborghini, have grown their lineups to ramp up their annual sales with a broad stream of eager, new customers seeking a ride on the wave of prestige of their badge. However, one of the most illustrious luxury car brands, Rolls-Royce, is bucking the trend. 0:02 / 0:09 Walmart is selling a 'heavy duty' $89 step ladder for $48, and shoppers say it's 'sturdy and secure' Watch More Rolls-Royce Ghost Series II Black Badge — Source: Rolls-Royce Exclusivity is the name of the game In a recent interview with American broadcaster ABC, the newly appointed president of Rolls-Royce North America, Jon Colbeth, said that the phenomenon of luxury automakers chasing volumes is a 'race to the bottom,' that puts their brand's image in jeopardy. 'There are plenty of manufacturers with very expensive cars out there with full showrooms right now,' Colbeth said. 'We want to invest in the brand, we want to continue investing in the brand, but we want to grow it with bespoke.' In lieu of chasing volume, Rolls sees its Bespoke service as a new driver of its business. By ordering a bespoke car from Rolls-Royce, deep-pocketed clients forgo the showroom in favor of 'Private Offices,' where they can commission unique vehicles with personalized paint colors, special materials, and other 'wishes' to be granted for the right price. In his words, Colbeth explained that 'If somebody is going to buy a new Rolls-Royce, they want to make sure it's their Rolls-Royce. The only way to do that is to personalize it.' Source: Rolls-Royce Rolls is investing $370 million to expand its plant in Goodwood, England, to aid the program. In a statement released during its announcement in May 2024, CEO Chris Brownridge revealed that the upgrades will help the company with bottlenecks in the current production process. For instance, upgrades to the paint shop will help it apply two-tone color schemes on more cars. Despite this, Rolls and Colbeth have no intention of increasing production numbers or even promoting their cars with celebrity faces. They note that the 'brand speaks for itself,' and clients don't buy Rolls-Royces 'because a celebrity is driving it.' Autoblog Newsletter Autoblog brings you car news; expert reviews and exciting pictures and video. Research and compare vehicles, too. Sign up or sign in with Google Facebook Microsoft Apple By signing up I agree to the Terms of Use and acknowledge that I have read the Privacy Policy . You may unsubscribe from email communication at anytime. 'We don't want to be the car for everybody,' Colbeth told ABC. 'It's not what we're about. We're investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is adding bespoke capacity and allowing each commission to be more special for clients.' Rolls-Royce Phantom — Source: Rolls-Royce Although the brand managed to move 5,712 vehicles last year amid the introduction of new models like the Spectre EV and an updated Cullinan SUV, Colbeth maintains that no matter which vehicles they choose, new clients join the Rolls-Royce 'family and everything that comes along with it.' 'We need to grow the future of Rolls-Royce. We've been around for 120 years … and we're going to be around for a long time. We're stewards of the brands. Our responsibility is to cherish it.' Final thoughts Personalization and luxury goods go hand-in-hand. Parisian fashion ateliers Louis Vuitton and Goyard offer hand-painted monograms on their items, and shirtmakers from Brooks Brothers to Eton offer their customers the opportunity to add their initials to their white shirts in various fonts and colored threads. Going back to cars, Rolls-Royce is not alone in making boatloads of money from programs similar to its bespoke program. Ferrari has the Tailor Made and Atelier programs, Porsche has Sunderwunsch ('special wishes'), and even Maserati has an in-house customization program called the 'Officine Fuoriserie Maserati,' or 'Office Out of Series Maserati.' In 2024, Ferrari sold just 13,752 vehicles but grossed around €1.3 billion ($1.35 billion) from personalization last year, accounting for about a fifth of overall revenues at the prancing horse. Taste may be subjective, but the freedom that ultra-luxury automakers let clients customize their vehicles proves there is money to be made. About the Author James Ochoa View Profile
Miami Herald
11-06-2025
- Automotive
- Miami Herald
Rolls-Royce Wants to Focus on Exclusivity and Brand Heritage Over Production Numbers
Growing sales numbers and volume are the name of the game for some of the most popular automakers like Toyota, Volkswagen, and Ford, but lately, even some of the most venerable names making premium cars have been ramping up their output. In recent years, luxury powerhouses like BMW and Mercedes, and even exotic brands like Lamborghini, have grown their lineups to ramp up their annual sales with a broad stream of eager, new customers seeking a ride on the wave of prestige of their badge. However, one of the most illustrious luxury car brands, Rolls-Royce, is bucking the trend. In a recent interview with American broadcaster ABC, the newly appointed president of Rolls-Royce North America, Jon Colbeth, said that the phenomenon of luxury automakers chasing volumes is a "race to the bottom," that puts their brand's image in jeopardy. "There are plenty of manufacturers with very expensive cars out there with full showrooms right now," Colbeth said. "We want to invest in the brand, we want to continue investing in the brand, but we want to grow it with bespoke." In lieu of chasing volume, Rolls sees its Bespoke service as a new driver of its business. By ordering a bespoke car from Rolls-Royce, deep-pocketed clients forgo the showroom in favor of "Private Offices," where they can commission unique vehicles with personalized paint colors, special materials, and other "wishes" to be granted for the right price. In his words, Colbeth explained that "If somebody is going to buy a new Rolls-Royce, they want to make sure it's their Rolls-Royce. The only way to do that is to personalize it." Rolls is investing $370 million to expand its plant in Goodwood, England, to aid the program. In a statement released during its announcement in May 2024, CEO Chris Brownridge revealed that the upgrades will help the company with bottlenecks in the current production process. For instance, upgrades to the paint shop will help it apply two-tone color schemes on more cars. Despite this, Rolls and Colbeth have no intention of increasing production numbers or even promoting their cars with celebrity faces. They note that the "brand speaks for itself," and clients don't buy Rolls-Royces "because a celebrity is driving it." "We don't want to be the car for everybody," Colbeth told ABC. "It's not what we're about. We're investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is adding bespoke capacity and allowing each commission to be more special for clients." Although the brand managed to move 5,712 vehicles last year amid the introduction of new models like the Spectre EV and an updated Cullinan SUV, Colbeth maintains that no matter which vehicles they choose, new clients join the Rolls-Royce "family and everything that comes along with it." "We need to grow the future of Rolls-Royce. We've been around for 120 years ... and we're going to be around for a long time. We're stewards of the brands. Our responsibility is to cherish it." Personalization and luxury goods go hand-in-hand. Parisian fashion ateliers Louis Vuitton and Goyard offer hand-painted monograms on their items, and shirtmakers from Brooks Brothers to Eton offer their customers the opportunity to add their initials to their white shirts in various fonts and colored threads. Going back to cars, Rolls-Royce is not alone in making boatloads of money from programs similar to its bespoke program. Ferrari has the Tailor Made and Atelier programs, Porsche has Sunderwunsch ('special wishes'), and even Maserati has an in-house customization program called the "Officine Fuoriserie Maserati," or "Office Out of Series Maserati." In 2024, Ferrari sold just 13,752 vehicles but grossed around €1.3 billion ($1.35 billion) from personalization last year, accounting for about a fifth of overall revenues at the prancing horse. Taste may be subjective, but the freedom that ultra-luxury automakers let clients customize their vehicles proves there is money to be made. Copyright 2025 The Arena Group, Inc. All Rights Reserved.
