Rolls-Royce will launch its next model in the Black Badge lineup on October 28. While the company isn’t saying anything official, the teaser image strongly hints that the Ghost is getting the stylish upgrades. Currently, 27% of Rolls commissions worldwide are from Black Badge products.
Rolls wants to show that it can be plugged in by working with non-fungible token (NFT) creator, artist and illustrator (NFT) Mason London on a unique animation. The company doesn’t say so in the announcement, but we expect to see this piece of art when the new Black Badge vehicle debuts.
The company is working hard to position the Black Badge as the Rolls-Royce of disruptors, but it’s a tough message to get over the fact that this vehicle costs more than many households. According to the automaker, founders Sir Henry Royce and CS Rolls would have been “arch-disruptors” because “they have proven that a car can credibly replace the reliability and frugality of a horse and a car” .
Rolls notes that artists like John Lennon, Karl Lagerfeld, Sammy Davis Jr and Sophia Loren owned his luxury vehicles.
“Rolls-Royce has always attracted a unique breed of aberrants, visionaries and iconoclasts. We pride ourselves on providing these men and women with a perfectly crafted canvas on which they can express a subversive and confident projection of their success. “said Torsten, CEO of the company. says Müller-Ötvös.
To refer to Rolls-Royce as “subversive” extends the meaning of the word almost to the breaking point. Even though the company wants things to change, Rolls is still a symbol of the upper class establishment.
The company marks the introduction of the Ghost in 2009 as the start of the move towards offering less formal vehicles in its lineup. It wasn’t just to appeal to royalty and industry titans. Later, the Cullinan also brought the brand to another group of customers.