How Does The Rolls-Royce Ghost Black Badge Appeal To Millennials?

When Rolls-Royce launched its Black Badge versions of the Ghost and Wraith in early 2016, the automaker said it was targeting younger buyers.

Of course, very few people from the younger generation have the money to cough up almost half a million dollars for a Rolls but the blacked-out exteriors and colorful interior options available in the Black Badge series certainly don’t appeal to all that many older folks. Evidently, if you’re not young and rich, they aren’t for you.

In an effort to show us how the Ghost Black Badge appeals to millennials, Engineering Explained spent a little bit of time with the luxury sedan, exploring all of its tiny details and eye-catching features.

One of the most notable elements of the Ghost Black Badge is the composite carbon alloy wheels which have 22 layers of carbon fiber folded back on themselves to create 44 individual layers. Rolls-Royce has then bonded the rim to the aircraft-grade aluminum hub with titanium fasteners.

Inside, the Black Badge featured here is bathed in blue and black leather and is far from subtle. Some may think the bright interior looks tacky while others would call it classy. Whatever your thoughts are, it is undeniably a talking point and a sure-fire way to get younger people interested in Rolls-Royce models.


  • Auto

    Appealing to millennials and gen z’s? Ha ha ha, good luck. My generation (except for me and my fellow car person minority) think cars are boxes that pollute and only purpose is to get you from a to b. Wanna know how to appeal to millennials? Stuff it with technology and then make it as fuel efficient and comfortable as possible.

    • Just another phone zombie

      Better still make it without an engine, who needs an engine when you just wanna park it somewhere and take a selfie to post it on instagram…..I mean why buy it, just rent it to appear at the latest hot location so you and your bae can stand in front of it an snap off a few poses, that’s how to sell it to millennials.

      • Auto

        Another method would be to make a supercar. Make it look extremely aggressive. After that, do a very extensive advertisement campaign, and put it in a bunch of XBOX racing games. Name it something either Italian or Japanese sounding, exotic, but easy to spell, pronounce, abbreviate so that it can have a shorter nickname. Make your supercar extremely fast, and give YouTube vloggers that know nothing about cars discounts so all of their fans can see your car. Make sure you pay those people to say how fast their car is. Boom. You will have non car people loving your supercar instantaneously. You will have them taking it to car meets. Car people, (me and whoever else is reading this) naturally respect supercars, for their performance, sound, styling and impressive mechanical feats. However, we forgot what type of engine it has and how many cylinders. We ask the owner, and they say “a fast one”.

        • Status

          Again, who really cares if some crashingly unknown YT celebrity isn’t a car person? RR wants to sell the most revered luxury cars on earth, and if someone has the means to get one and can effectively offer free advertising, why should RR complain? They’re getting money, public exposure, and further cementing their place in the publics eye as the defacto standard of luxury cars.

          RR really doesn’t care if self-styled “car people” respect their products or not; they only care if you have the means. If you have the means and are a self-styled “car person”, then RR will gladly court and entertain you with their offerings. If you’re not a self-styled “car person” but still have the means (as a vacuous, air-headed, YT celebrity), RR will still value you as a client.

          Really, this was always about the money and image, and not a celebration of the fine technical details of the car. That youtube audience has a limited attention span, so why overwhelm them with things like how many cylinders it has?

        • Just another phone zombie

          This would also work.

      • Status

        Who cares what they do with the car afterwards. If RR can sell them to a millennial, then RR has their money.

  • Six_Tymes

    yohan… LOL


  • SteersUright

    If you’re young and rich or on your way, I hope to g-d you care more about other issues more than obscenely expensive luxury cars and other such frivolous luxuries. I get it you want a GTR or your “dream car”, but if the next generation is anywhere as repulsively greedy and materialistic as the last several, we’re in a heap of trouble moving forward.

    • Matt

      That “repulsive greed” got you your device you’re reading this article from, the tech that made it possible, the affordability to which you could own such a device, jobs for people to own/rent shelter, feed their families & send their children to get an education.

      It does not follow that if one with the means buys x that they don’t care for y.

  • Auf Wiedersehen

    It’s funny, most millennials I know are either waiting for that 6 figure income job that’s just over the next hill or taking a few mental health days off from their in-between-job, a RR is at LEAST 2-3 years down the road…right after they build the next big smartphone, develop the app that will finally bring Facebook to it’s knees and engineer and optimize cloud computing.