The typical age of a new Rolls-Royce Spectre owner is only 35.

      Rolls-Royce

      Subscribe to The Drive’s daily newsletter

      Get the latest updates on car news, reviews, and features.

      What do you think is the average age of a Rolls-Royce owner? The answer varies depending on when you ask. A decade or so ago, the average age was about 60 years. However, over the past ten years, that figure has shifted significantly—attributed to the evolving nature of global wealth and Rolls-Royce’s changing product strategy. Currently, the average age across the brand stands at approximately 42 years, but the introduction of the new Spectre EV is making a notable impact.

      In a discussion with Jon Colbeth, the new President of Rolls-Royce North America, I discovered that the average age of a new Spectre buyer is only 35 years. Additionally, 40% of Spectre purchasers are first-time Rolls-Royce buyers.

      It's important to clarify a couple of points: This isn't the new average age for the entire brand or for all Spectre buyers—it's specifically the average age of those purchasing a Spectre as their first Rolls-Royce. Regardless, it's a remarkable statistic and a significant achievement. I’m just a couple of years older than that, and I’m far from being able to afford my first Rolls-Royce, let alone a Spectre. Perhaps I could manage to buy a worn-out model from Facebook Marketplace, but that’s probably a long shot.

      Rolls-Royce

      In all seriousness, the average age of customers is crucial for a brand like Rolls-Royce, and they’re not alone in this endeavor. Competitors like Bentley and high-volume sellers such as Mercedes also aim to reduce that average age yearly. The objective is to prevent your clients from aging out, as that would lead to a decline in sales alongside them.

      “Technology is key for younger clients, which is why the Spectre has appealed to those aiming to buy their first Rolls-Royce,” Colbeth shared. “Innovative tech, new materials, and fresh designs all contribute to that appeal.”

      During a recent media event featuring the Series II Cullinan SUV and Ghost sedan, I was struck by the variety of color options Rolls offered. Rich purples, vibrant greens, bright blues, and a wide selection of interior shades and materials were on display. These weren’t your grandparents’ (or the Queen's) Rolls-Royces; they were aimed at a trendier, younger, affluent audience. If you think it’s only the Eton College elite buying these vehicles, you may need to reconsider.

      Colbeth, who took on his role in January, previously served as Rolls’ Head of Ownership Services, where he gained insights into the brand’s dealer network and its most valued clients. At the media event—held in conjunction with the annual Rolls-Royce Owners’ Club meeting in Colorado Springs—I noticed him engaging with devoted fans and clients, whether they owned a project car in need of restoration, a million-dollar Pebble Beach prizewinner, or perhaps didn’t own a Rolls at all. Colbeth proved to be a personable guy, open to discussing various facets of the brand while I drove him back to our hotel in a Ghost Black Badge after a delightful dinner.

      Rolls-Royce

      In my view, it seems that like many brands facing the need to adapt, the Goodwood firm has adopted a more inviting approach across its business practices, becoming less formal. This shift is reflected in its executives as well as its clientele.

      Have a tip? Email us at [email protected]