A decade or two ago, the average age of a Rolls-Royce buyer was around 60. However, the past 10 years have witnessed a dramatic shift. That number now sits around 42, with the new Spectre EV playing a key role.

In a conversation with Drive, Rolls-Royce North America's new president, Jon Colbeth, stated that the average age of a new Spectre customer is just 35. Furthermore, 40% of Spectre buyers are first-time Rolls-Royce customers.

The Rolls-Royce Spectre electric luxury car. Photo: Rolls-Royce

The Rolls-Royce Spectre electric luxury car. Photo: Rolls-Royce

The average customer age is a crucial metric for a brand like Rolls-Royce. Competitors like Bentley and even high-volume automakers like Mercedes aim to lower this figure annually. The goal is to prevent the customer base from aging, because if that happens, sales will decline.

"Technology is very important to younger clients, and that's why the Spectre resonates with people buying their first Rolls-Royce," Colbeth said. "New technology, new materials, new design, it all plays a part."

In a recent media campaign for the Cullinan Series II SUV and Ghost sedan, the color combinations showcased by Rolls-Royce surprised many. Purples, greens, bright blues, and a myriad of interior shades and materials were featured. These aren't your grandparents' Rolls-Royces; they're aimed at a much younger, more stylish, and affluent demographic.

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