In recent years, Rolls Royce has been aiming to lower its target age demographic and this Millennial-focused convertible reinforces that agenda.
Aimed at a youthful market, the 'Black Badge' edition of Rolls Royce's 'Dawn' convertible is a truly bespoke vehicle. Each Black Badge edition is custom-made to the specifications of the buyer so no two cars are exactly alike. A 6.6 liter twin-turbocharged V12 engine provides the extra power Millennial consumers are looking for, while an eight-speed ZF satellite-assisted automatic transmission gives the luxury car a sportier driving experience. Multiple layers of black lacquer paint are hand-applied and polished to give the car an intense, deep color. The interior has a mix of carbon fiber, ebony and black leather surfaces.
This Millennial-focused convertible will be making its first appearance at the 2017 Goodwood Festival of Speed.
Millennial-Focused Convertibles
The 'Black Badge' Edition Rolls Royce 'Dawn' is Totally Customized
Trend Themes
1. Bespoke Luxury Vehicles - There is room for disruption in creating completely customized luxury vehicles like the 'Black Badge' edition of the Rolls Royce 'Dawn'.
2. Youth-oriented Luxury Market - The Rolls Royce 'Dawn' is evidence of a growing trend toward luxury cars and convertibles targeted at younger audiences.
3. Sporty High-end Cars - Millennial consumers who want both a sporty driving experience and luxury features can be served with an innovation like the Rolls Royce 'Dawn' convertible.
Industry Implications
1. Luxury Automobile Manufacturing - Automakers can incorporate completely customized vehicles into their production line to attract wealthy buyers interested in bespoke craftsmanship.
2. High-end Convertible Market - The market for high-end convertibles can be expanded by targeting younger wealthy consumers who are looking for both luxury and speed.
3. Carbon Fiber Materials - Companies that produce high-quality carbon fiber like the one used in the interior of the Rolls Royce 'Dawn' can find opportunities in the luxury car market.