Rolls-Royce is seeking to attract younger customers with the launch of its new Black Badge collection. The general perception about those who own Rolls-Royces is that they are bought by older billionaires. The luxury car manufacturer is now trying to change this perception by coming up with “Black Badge”, which the company describes as “an alter-ego for a new breed of customer”. According to the company’s CEO Torsten Müller-Ötvös, the bespoke “Black Badge” collection is marked by “an attitude to life” that’s “darker, more assertive, more confident and powerful, and more demanding”.
The Black Badge collection of bespoke cars has been in the works for four years and is meant for young, ambitious people who want to make a lifestyle statement by owning a Rolls-Royce that belongs to the collection.
The concept will involve two models – the Wraith Black Badge, and the Ghost Black Badge and will offer the maximum level of bespoke features. They will be customized with regard to every component beginning with the brand’s famous hood ornament, the “Flying Lady” on the bonnet, which will be transformed into a “high-gloss black vamp”.
The renowned Double R badge will be inverted to become silver on black on Black Badge carsand the manufacturer has in the past four years developed distinct wheels fashioned from composite carbon fibre and lightweight alloy for the vehicles belonging to the collection.
The shade of black that is to be used for the vehicles will be the “deepest, darkest and most intense black ever seen on a production car surface”, but when it comes to the shades for the leather used in the interior and the interiors of the car, customers can opt for any color that they prefer.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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