The BMW Group brand that appeals to the youngest buyers may come as a surprise to you | Carscoops

      A renowned luxury car manufacturer is drawing in a younger clientele compared to BMW drivers, even as their prices reach unprecedented heights.

      Recent sales patterns indicate a significant generational transformation within the customer demographic of this prestigious brand.

      Some of its most exclusive models now command astonishing price points.

      Luxury vehicles typically come with a stereotype regarding their drivers, yet the reality can defy expectations. Considering the exorbitant cost of a new Rolls-Royce, one might assume that the typical owner is considerably older. However, that is not the situation.

      In fact, the average Rolls-Royce buyer is younger than the typical consumer of BMW and Mini vehicles. It appears that younger generations are beginning to appreciate the finer aspects of life.

      Read: What Contributed to BMW Group’s Successful Quarter Wasn’t the Brand You’d Anticipate

      As BMW celebrates its 50th anniversary in North America, the company is launching a year-long storytelling initiative, sharing a story for each year. A recent narrative shines a light on Rolls-Royce, disclosing some lesser-known facts. Notably, in the early 1990s, BMW sought to acquire a 20 percent share in both Rolls-Royce and Bentley but was declined.

      In 1998, Volkswagen acquired both brands but failed to realize that the name Rolls-Royce and the 'RR' logo were owned by Rolls-Royce PLC, the aerospace engine manufacturer. BMW swiftly obtained those rights for £40 million (approximately $54 million), and for several years, VW and BMW collaborated until early 2003, when BMW became the sole manufacturer of Rolls-Royce vehicles.

      A younger clientele

      Gerry Spahn, the head of communications for Rolls-Royce Motor Cars Americas, mentioned that the average age of a Rolls-Royce customer was around 60 years old 15 years ago. Now, “Rolls-Royce is the youngest brand in the BMW Group, with an average customer age of 43,” Spahn stated.

      Moreover, not only are Rolls-Royce buyers younger than those acquiring new BMW or Mini models, but an increasing segment of them hails from North America. Approximately half of all Rolls-Royce sales occurred in North America last year.

      New Rolls-Royce models are also “more personalized than ever,” Spahn noted, adding that “some are even coachbuilt,” which has driven the average sales price of a new Rolls-Royce from below $300,000 to above $500,000 in the past decade.