A few years ago, during one of Rolls-Royce Motor Cars rare test drive events, I found myself asking company officials what would be the trends or metrics it tracks as part of market research for future products.
I was curious to find out how does the pinnacle of luxury on four wheels scope out future millionaire and billionaire customers.
The answer was very interesting — in addition to tracking emerging markets where new wealth creation is active, Rolls-Royce also looks at macro numbers like the possible size of the bequest for the next generation.
That focus on the ‘nexgen’ was one of the reasons for the birth of the Ghost ten years ago and other models like the Drophead Coupe and the two-door Wraith. More compact (relatively speaking for RR), focused on performance and yet retaining the core values of the brand, these cars quickly delivered results. The Ghost has