Australian buyers pay well over the sticker price for this vehicle to ensure no one else has one.
Australian high rollers have another animal ride to choose from.
Rolls-Royce has unveiled its new Ghost Black Badge, an ultra-luxe four-door valued at over $745,000.
Despite its high price, Rolls-Royce sees great interest from a new generation of buyers.
Ian Grant, Rolls-Royce sales manager for Asia-Pacific, says the Ghost has attracted many young first-time buyers to the brand.
The average age for Ghost buyers in Australia is in their mid to late 30s, according to Grant, which is well below the brand’s usual mid-40s average age.
One of the youngest buyers in the area was just seven years old and he customized his own $1 million+ Phantom for his daily commute to school.
In Australia, the predominantly young entrepreneurs are cashed in after the lockdown and ready to put their own stamp on a new piece of ultra-luxury.
“What we’re seeing these days is that people are spending more time in their local area with less international travel and people are trying to add value to what they have and I think that’s worked out well for the luxury market,” says Grant.
Grant says it’s rare for two Rolls-Royce vehicles to be the same, as buyers always choose to customize their vehicles.
Australian buyers are particularly fond of bright colors and will spend extra money to have a unique color palette for their vehicle.
Rolls-Royce has 44,000 color options ready to go, but owners can create their own if they can’t find the exact shade in the vast selection. According to Grant, two-tone paint jobs are a hit with Ghost buyers right now.
Much of the customization work involves reconnecting the vehicle to the owner’s family or business, Grant says, and it’s more subtle than garish colors or hundreds of lights seeded in the ceiling to capture the night sky or even a mini-fridge in the back seat to imitate with champagne flutes.
“It can be something as simple as putting the family crest in the headrest. In the past we’ve put some very detailed inlays on the cars,” says Grant.
These custom builds result in owners waiting between nine months and two years for their vehicle after ordering it.
Rolls-Royce anticipates a sales boost with the launch of the Ghost Black Badge Edition.
“Black Badge has done extremely well, one of the key regions for Black Badge is Australia. We’ve already seen a big increase in Australia,” says Grant.
He expects the Black Badge should end up with about 30 percent of Ghost sales in the country, which is one of the highest percentages in the world.
The Black Badge rides on huge 21-inch alloy wheels and is adorned on the inside with wood components, carbon and metal threads arranged in a diamond pattern.
More than luxury, the Black Badge is powered by a 6.75 liter V12 engine with 441 kW and 900 Nm.
Rolls-Royce claims that it can sprint from 0 to 100 km/h in 4.7 seconds, which is impressive for a machine weighing around 2500 kg.
The British brand claims buyers choose the Black Badge for its extra performance, with many preferring to drive it themselves rather than being chauffeured.
Originally published as Rolls-Royce Ghost Black Badge lands in Australia
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