Rolls-Royce Motor Cars has a unique fluency in its clients. Its close relationship with the women and men who patronise the marque affords the company’s decision-makers an unparalleled understanding of the super-luxury consumer: their aesthetic preferences, uncompromising lifestyle requirements and changing taste patterns. Only with this understanding, and briefings supplied by the brand's Luxury Intelligence Unit, is the marque able to create an accurate product response. Black Badge is a vivid example of this.
Rolls-Royce Motor Cars has always attracted subversive clients – rebellious women and men who built their success by breaking rules, taking risks and challenging conventions. In the 2020s, these women and men engage with luxury products on their own terms. They reject suits for streetwear, use blockchain not banks and influence the analogue world through their digital endeavours. In doing so, they have created new codes of luxury that resonate with their sensibilities: darker in aesthetic, assertive in character and bold in design.
Their approach to Rolls-Royce products is no different. The marque has responded accordingly, developing new colour palettes, more technical surface treatments and even more powerful driving experiences without ever compromising the effortless sensibilities that have drawn this bold group of clients to the Rolls-Royce brand.