Inside the minds of Rolls-Royce buyers in Australia

Would you choose a yellow interior for your million-dollar Rolls Royce?

British super-luxury brand Rolls-Royce – owned by German giant BMW since 1998 – has given a rare insight into the tastes and colour preferences of its buyers in Australia.

While Rolls-Royce has an old image, the company says its sportier Black Badge products have drawn “both young and old” buyers.

As a result of the younger tastes, Rolls-Royce says it is no longer unusual for customers to opt for brighter colours when purchasing a $745,000 Rolls-Royce Ghost.

Speaking to Australian media at a virtual roundtable, regional sales boss Ian Grant said Australian Rolls-Royce customers are now expressing themselves more during the interior design process.

“Locally, we’re seeing a different style of colour combinations that drift away from traditional schemes. Some are opting for bright oranges, yellows, and expressive two-tone options too.”

With cars like the one-million-dollar Rolls-Royce Phantom, the company says some customers take the personalisation process quite literally.

“Family crests and motifs have been discerningly integrated into the cabins of Australian Rolls-Royces, as well as bespoke one-off configurations that align to the family’s business or interest,” said Mr Grant.

Globally however, sometimes the person paying isn’t calling the shots.

Rolls-Royce mentioned that one global customer handed over the whole design process to their seven-year old child.

Why? “They were to be driven to school in it.”

The post Inside the minds of Rolls-Royce buyers in Australia appeared first on Drive.

Drive Read More