No one seemed to want an electric Rolls-Royce of 400,000 euros. Until the 35 -year -old rich arrived

Although some brands have launched to this technology, the luxury sector seemed to be turned to the electric car. Except for exceptions, such as the Porsche Taycan during its first years for sale, technology has not finished curdling in the market.

There are multiple examples that demonstrate it and that touch all sticks. From Mercedes Eqs failurewho is The most advanced car of the German company, to the Rimac Nevera to whose owner It is costing to place its electrical supercardespite being a limited unit, ensuring that policies to favor the electric car are dynamiting these acquisitions.

From these contact shots between luxury brands they have been learning in rival companies. So, Lamborghini has delayed its first electric car at 2029 and Bentley also stopped development of this technology when considering that demand did not compensate.

But what if they were pointing to the wrong customer?

An electric for younger millionaires

Another of the companies that have opted for the total electrification of their models has been Rolls-Royce. The brand has in the Specter Its first electric car, a beast of 5.45 meters long, 2.08 meters wide and almost 3,000 kg. Its battery of more than 100 kWh promises 520 kilometers of autonomy with a consumption of 21.5 kWh/100 km, so we can expect a real figure that is much closer to a brief 350 kilometers.

All with a starting price of 400,000 euros. Starting, we say, because we already know that the possibilities of customization are almost infinite in this type of vehicles … provided that the pocket is willing to pay it.

In summary, the car has absolutely everything so that the millionaires flee from it. Or, at least, we thought. Because in The Drive They explain that the car has found a faithful audience: 35 -year -old millionaires.

Jon Colbeth, president of Rolls-Royce in North America, explained that the Specter is the first car of the brand for 40% of buyers. And, in that list of new customers, the average age is 35 years. That is, about half of the customers who have the luxury car are new and very young, a reef for the future.

The journalist of The Drive He points out that in the same interview event, various vehicles of the firm were exposed and that they had the most striking colors. “They were not grandfather or queen cars (from England), “explains Jerry Perre in the article. And that is precisely one of the keys to success.” New technology, new materials, new designs, everything plays its role, “explains Colbeth.

The search for new customers and, above all, younger customers is being incessant by luxury companies that were clearly focused on elderly millionaires such as Rolls-Royce itself. Hence, in recent months we have been surprised with limited editions of the most striking, such as This 490,000 Specter that boasted a violet paint.

The Rolls-Royce movement, but even more risky and groundbreaking, is the same as is tried to do jaguar. The British company has decided to break its past, press the Reset button and focus on ultralujo cars trusting that electrical technology can attract a young audience that flees from the boring designs that have been triumphing in this type of cars for years.

And the announcement of your new brand image is the best example.

Photo | Rolls-Royce

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