Startling! Rolls-Royce Buyers Are Now Much Younger Than BMW Buyers

JAKARTA - The target market of Rolls-Royce is an individual with very high wealth who is looking for exclusive luxury cars with bespoke design, uncompromising quality, and luxury symbol status. Usually, they are successful entrepreneurs, top executives, celebrities, or members of the royal family, who prioritize personalization, comfort, and prestige.

Rolls-Royce is also attractive to customers who value brand heritage and premium experience, often willing to pay hundreds of thousands to millions of dollars for vehicles made according to orders.

However, a surprising fact was recently revealed. Based on data from the BMW Group, the current average age of shoppers of Rolls-Royce cars is much younger, even compared to buyers of BMW and Mini.

According to Rolls-Royce Motor Cars Americas Communications Chief Gerry Spahn, as quoted from Carscoops, Wednesday, August 13, 15 years ago, the average age of Rolls-Royce buyers was in the range of 60 years.

"Now, Rolls-Royce is the youngest brand in the BMW Group, with an average 43-year-old subscriber age," said Spahn.

This drastic demographic shift shows that the younger generation today also has high appreciation for true luxury.

This decline in buyers' age is not the only significant change. Rolls-Royce is also experiencing an extraordinary geographic shift and price. Last year, nearly half of all Rolls-Royce sales occurred in North America.

In addition, the average selling price of Rolls-Royce cars has also jumped dramatically. Over the past decade, from an average of less than US$300,000 to more than US$500,000 (equivalent to Rp8.1 billion). This increase was driven by customer demand for "deeper personalization than before" and specially made exclusive car orders (coachbuilding).

Unique Story Between Volkswagen And BMW Behind Rolls-Royce's Ownership

Another interesting fact was revealed from the history of ownership of this brand. In the early 1990s, BMW tried to buy 20 percent of Rolls-Royce and Bentley's shares but was denied. This story continued in 1998 when Volkswagen (VW) managed to buy both car brands.

However, VW failed to realize that the name and logo of "Rolls-Royce" was actually owned by Rolls-Royce PLC, the aircraft engine manufacturer. With alertness, BMW acquired the rights to name and logo for 40 million. As a result, for several years, VW and BMW had to work together, until finally in 2003 BMW became the only exclusive producer of Rolls-Royce cars.