The word is out that Rolls-Royce is planning on targeting the younger generation of wealthy consumers. I must admit when I think of Rolls-Royce I don’t traditionally think of cool or even a younger wealthy driver for that matter. However, with the right strategic planning and approach the concept could be a favorable one.
Rolls-Royce will need to engage the young and rich. Consider this when Sean “Diddy” Combs gifted his son a Maybach for his 16th birthday he also added a chauffer. Typically, a Rolls-Royce is not a car that you drive but is driven for you. The twenty something generation like to be in control of the wheel so Rolls will need to engage them by introducing the young and rich to the lifestyle concept of driving and riding in a Rolls-Royce. Make it a lifestyle experience.
This is when understanding the difference between traditional vs. contemporary luxury counts. Rolls-Royce should seek to engage the young rich online and build credibility first to win their trust. The world is waiting and can’t wait to see how kool younger Rolls-Royce will be like.