Rolls-Royce, which has been around for more than 100 years, this time changed its logo to the goddess of celebration for the sake of young people.

As the ceiling of high-end car brands, Rolls-Royce has always been a symbol of status and wealth. Everyone has the impression that Rolls-Royce's audience is relatively older consumers, and young people prefer supercars. Usually if you drive a Rolls-Royce without a driver, you will be suspected of being a "competition" car. . It is true that Rolls-Royce has a retro and old-fashioned British atmosphere in its brand positioning and image, and it often appears in various administrative occasions. It seems that this statement is not completely unreasonable.

In the current automobile market, the main consumer groups are gradually becoming younger, and they are not only limited to civilian models and mid- to low-end brands, but the same is true for Rolls-Royce. According to various news reports, the age of Rolls-Royce consumers has reached a new low in recent years, and even children with silver spoons in their mouths own Rolls-Royce cars as soon as they are born.

Rolls-Royce, which was founded in the UK as early as 1906, has a history of more than 100 years. After the baptism of the times and brand strategic planning, it finally made major changes in September this year. Rolls-Royce debuted with a newly designed car logo. As for why the always high-end ultra-luxury brand suddenly changed its logo, Rolls-Royce explained this:

Further enhance the modernization of the brand

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Continue Rolls-Royce’s journey from car manufacturer to ultra-luxury brand

The new visual language will resonate with young customer groups

New The logo was designed by the world's most prestigious design company "Pentagonal Design Alliance"

Although this change of the car logo seems to have the illusion of "I can change it for me", the new car logo is indeed compared to It was more simplified and young before. From the original shape, which resembled a nameplate inlaid with the ROLLS? ROYCE English and double R ghost logos, it was modified to retain only the double R letters, and the font color was changed from the original black to the mysterious and noble "celebration purple". At the same time, Rolls-Royce’s iconic Goddess of Ecstasy has also changed, from the original three-dimensional image to a glimpse, which is more fashionable. This design is not only very different from the Rolls-Royce that everyone knows before, but also shows a unique style that Rolls-Royce has never tried.

The reason for this design is that Rolls-Royce has more young consumers. There used to be a saying that "25% of potential buyers of Rolls-Royce died of old age." But now according to statistics, the average age of Rolls-Royce owners worldwide has dropped from 56 years old seven years ago to 45 years now. The average age of Rolls-Royce owners in the domestic market is 39 years old, which is lower than the global average. This shows how strong the purchasing power of current consumers is, and it is not limited to older consumers.

Official statement: The change of the Goddess of Ecstasy shows the transformation from cars to lifestyle. She puts luxury at the center of the visual field and represents luxury goods with the most ideal quality. "Many people think that even if Rolls-Royce does not change its logo in 200 years, it will still be the ceiling of the current luxury car manufacturing industry. But precisely because of this, a company with such high quality should discover the trend. Rejuvenation is the key to the current car market. is a major development trend, and Rolls-Royce cannot lag behind this. So the question is, the options for the new Rolls-Royce have been filled in, where can I get the coupons?

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This article is from the author of Autohome Chejiahao and does not represent the views and positions of Autohome