Younger People Are Purchasing Rolls-Royce Vehicles

Rolls-Royce’s customer base is getting significantly younger. According to Julian Jenkins, director of sales and brand at the company, the average customer is now only 40 years old.

According to BMW Blog, it’s a significant change for a brand that was once aimed primarily at affluent individuals in their later years. In China, some customers are even in their mid to late twenties.

A decade ago, Rolls-Royce introduced the Black Badge line with a clear goal: to attract younger, ultra-wealthy buyers. This more rebellious approach to traditional luxury, combined with an expanded model range, seems to have produced excellent results. The Cullinan SUV model played a key role in making the brand more attractive to a wider range of people.

At the same time, increasingly complex one-offs (made to order) and special editions gave wealthy clients an additional reason to shell out significant sums of money at Goodwood.

The numbers speak for themselves. Before 2010, when the Phantom was virtually the only model on offer, the average customer was 56 years old. By 2020, that number had dropped to 43, following the introduction of the Cullinan in 2018. Now that limit has been lowered for another three years, to 40.

Specter is another example of how this brand is evolving. It was previously reported that the average age of first-time Specter buyers in North America is just 35 years old. About 40% of customers who opted for this electric coupe were also new to the world of the Rolls-Royce brand. That is significantly younger than the overall average for this brand, which is 40 years.

Although Rolls-Royce has never aspired to a large sales volume, in recent years there has been a decline. The number of vehicles delivered peaked at 6,032 units in 2023, before falling to 5,712 in 2024 and 5,664 last year. The year 2026 could bring a new decline, given that deliveries ending in September are down 12.4% compared to the same nine-month period in 2025.

• Read More: BMW Group Delivers 1.7 Million BMW, MINI And Rolls-Royce Cars In 9 Months, Down 4.9%