Rolls-Royce has created Black Badge to satisfy the demands of a younger generation of fast-moving, risk-taking buyers – and it looks set to be the most commanding presence on the super-luxury landscape
From Sir Malcolm Campbell and Howard Hughes, to Keith Moon, Yves Saint Laurent and Muhammad Ali, driving a Rolls-Royce has always epitomised glamour and daring – these were gentlemen in a hurry, driven by their restless spirit to change the world, unafraid to break the rules. Now this restless spirit has been harnessed in the new Rolls-Royce Ghost Black Badge and Wraith Black Badge – two new cars which represent a “transformative moment for the brand” and encapsulate a darker luxury sophistication.
“Black Badge is an attitude to life, an aspect of the Rolls-Royce brand that appeals to those people who are elusive and defiant, the risk takers and disruptors who laugh in the face of convention,” explains Torsten Müller-Ötvös, Chief Executive Officer Rolls-Royce Motor Cars. “They play hard and they change the world. Technically and aesthetically Black Badge is the alter ego of Rolls-Royce – darker, more assertive, more confident and powerful. With Black Badge we have created the most commanding presence on the super-luxury landscape.”
Excited by the infinite possibilities that Rolls-Royce Bespoke approach offers, a new breed of super-confident customers asked the marque “to produce a Rolls-Royce like no other, a Rolls-Royce that not only appeals to, and projects, our sensibilities, but is fundamentally different – like us.” And, always ready to deliver a Bespoke answer to meet a customer’s desire, Rolls-Royce Motor Cars transformed the very icons of its brand to access a darker side of its character.
Giles Taylor, Director of Design, Rolls-Royce Motor Cars commented, “In creating Black Badge, we were conscious of satisfying the different demands of these new customers. Not only did they demand an alternative image for themselves, they demanded authentic Rolls-Royce engineering substance to underpin it. As a result, the Black Badge Spirit manifests itself through a series of carefully considered design elements which together express a darker luxury sophistication. New material accents and tonalities are combined to accommodate the tastes of those fast-moving customers who adopt a strident approach to life’s finer challenges.”
For more information, see Rolls-Royce