It is a common lament of carmakers that they have a difficult time reaching out to younger buyers. This is mostly an issue for companies that make cheaper cars, as those tend to be the only ones young people would potentially be able to buy. It’s not something you usually hear from companies like Rolls-Royce, and yet it is exactly what the company is now doing, at least in some markets. This news comes by way of the Korean media, and this is fitting, as Rolls-Royce tends to sell to a younger crowd in Asia. In fact, the average age of Rolls-Royce buyers has dropped from 53 to 45 globally over the last five years, with much of this being attributed to purchases by young tech millionaires in South Korea.
Part of this is due to the cars that Rolls-Royce is offering these days, with the Ghost and especially the Wraith being more attractive to younger buyers. But Rolls-Royce is also experimenting with different ways of marketing the cars. Where previous parties thrown by the company have been black tie affairs aimed at getting older buyers into a Phantom, events aimed at Wraith buyers have employed DJs.
Continue reading for the full story.
Rolls Royce Aims At Younger Buyers originally appeared on topspeed.com on Wednesday, 27 May 2015 19:00 EST.
from Top Speed http://ift.tt/1QbNOU9
via IFTTT
0 comments:
Post a Comment