The car that cares

Rolls-Royce global sales increase, customer age shrinks as lineup grows

“That’s been the greatest adjust,” reported Kelly Wolf, CEO of IndiGO Automobile Group, which includes Rolls-Royce Rancho Mirage in California and Rolls-Royce North Houston. Consumers now are “a minimal extra youthful, a minimal extra interesting.”

“The aged kind of Gray Poupon stereotype is long gone,” he reported, referring to the mustard commercials from the 1980s which depicted two wealthy gentlemen, just about every riding in the back of a Rolls, with a person inquiring the other irrespective of whether he experienced that manufacturer of dijon. “The new Rolls proprietor is driven, is edgy and generally is very productive. That is effective out very good for us.”

Rolls-Royce’s normal buyer age has dropped to forty three, the automaker reported in August. It was 56 prior to 2010, when the Ghost joined the lineup and begun the brand’s product press beyond the Phantom.

Rolls shoppers stand for a broad mix, reported Beau Rice, normal supervisor at Hello Tech Motor Cars and trucks in Austin, Texas, which includes Rolls-Royce Austin. The buyer could be an attorney or physician, a undertaking capitalist or a specialist athlete.

“I’m asked all the time, ‘Hey, what is your common Rolls-Royce buyer? What is he or she search like?’ And my remedy to that is they are not common. That’s what they search like,” reported Wolf, who also is chairman of the Rolls-Royce seller advisory board.