We’ve covered how mainstream automakers rose to the coronavirus challenge ad nauseum, but what about companies whose customers dream of rich mahogany and yachting off Cannes all night?
Well, just like a Silicon Valley tech mogul, Rolls-Royce spent these past few months reflecting, peering deep within its soul, all to learn how to become a better friend to its clients. Apparently, “post-opulence” is now a thing.
Speaking to Autocar, RR’s chief designer, Alex Innes, said the brand’s Bespoke division — tasked with crafting the ultimate expressions of personal luxury — has noticed a change among its customers.
“Not being able to meet clients in person has been challenging, but we’ve worked around it and we’ve continued to be in near-constant dialogue with them,” Innes said.
“The benefit the lockdown has afforded us is the currency of time to contemplate and reflect – and we’ve noticed a similar trend with our clients. They’ve had more time to really think and engage with the coachbuild process. I’ve had lots of video chats with them to obsess over little details.”
Okay, but where does the assertion come from that people with endless money to spend on a tailor-made automobile have altered their exacting tastes?
Innes addresses that:
“There has been a slight change in attitude and behavior, building on a trend we’ve recognized for some time but which has accelerated since the coronavirus. We’ve termed it ‘post-opulence’: clients in the wider luxury sphere are coming to question the substance of things and what is necessary.”
According to the designer, brash status symbols are out, and thoughtful luxury is in. Guess RR will have to discontinue the Cullinan, then.
“There’s a shifting attitude to cars, which is reflected in a shift to a more minimalist aesthetic,” Innes continued. “Clients don’t want the opulence and ornateness of yesterday: they want a new type of luxury, with more purity. It’s about real attention to detail, towards higher and more exacting standards.”
No, Rolls-Royce hasn’t decided to give Nissan a run for its money at the low end of the market. In this sense, minimalism needn’t mean spartan or plain. And certainly not pedestrian. Perhaps a good American representation of what Innes is angling at is the changeover from the 1960 Continental to the ’61.
As the Bespoke division’s commands come from clients’ wishes, neither it nor Rolls plans to craft such “minimalist” vehicles from the ground up, at the factory. It’s up to buyers to outfit existing vehicles in whatever manner they choose. The car is the canvas, Innes said. Bespoke just adds the paint.
And that’s your PSA on how gauche, ornate, Baroque trappings are falling out of favor at the absolute pinnacle of the new car market. Use that knowledge wisely.
[Image: BMW Group].
“The benefit the lockdown has afforded us is the currency of time to contemplate and reflect – and we’ve noticed a similar trend with our clients. They’ve had more time to really think and engage with the coachbuild process. I’ve had lots of video chats with them to obsess over little details.”
Rarely have I read a quote that makes me think putting people up against the wall is a good idea.
Rhetorically speaking, of course.
A PR flack needs only one piece of education to qualify for their position: a master’s degree in bovine excrement!
Piled Higher and deeper, of course!
“which is reflected in a shift to a more minimalist aesthetic”
I guess someone forgot to tell BMW and Lexus.
Personally, I would be happy if things started looking more like the early 90s, but I’m guessing this is all just code for “MOAR SCREENS and MOAR BLACK TRIM”.
When is the pickup coming?
Rolls Royce embracing minimalism is akin to Madonna becoming a nun
Quote of the day. Next up: Restrained design from Lamborghini
She made the “Like a Prayer” video…what more do you want?
People may be thinking less bling, but the aesthetic may refer to the “canvas”, the general appearance of the car. There’s elegance in simplicity, inside and out.
A lot of RR customers are older, and may be fatigued by the ever more complex controls and “features”. It may be that ajla’s suggestion of MOAR SCREENS” is just the opposite of what RR customers want.
I wouldn’t be surprised if a more stylish exterior, simpler interior appointments with obviously high quality amterials, and more automatic features that customers don’t have to master, or even think about, is what is desired. They don’t all have, or want to hire drivers, and may want to enjoy the act of driving themselves, without all the high-tech geegaws detracting from the experience.
Where I’m at RR’s aren’t uncommon, and they are always brand-new models. The people driving them do not have the classic British understated aesthetic of upper-class refinement shall we say…
A move to more restrained style works for me – RRs have been too p!mpy for my tastes for quite some time now.
They could start by immediately banning the silly hoods that are partially stainless steel.
Curious, what’s wrong with stainless steel hoods?
They tend to acquire stains and rust.
Rust? On Stainless Steel? The very name is contra to what you have stated. Unless the quality of the steel has been compromised in someway I fail to see how it can rust. And if I had the bulk dollars to purchase a RR with a rusty stainless steel hood, and the manufacturer wasn’t jolly enough to rectify said issue, just remember who won the world cup in ’19, ’45 and ’66!
Not sure about 19 and 45 (unless you meant 1945) but in 66 the First Jewish-Roman war started (a.k.a the Jewish Revolt). There was no world cup in 66 as far as I know. Or you meant BC?
Chinese steel rusts. Take the new Bay bridge e.g.
July 1966 World Cup, England vs Germany, 4-2.
1945 Allies vs Axis, Allies
1919 Allies vs Axis, Allies
It is the first time when Brits defeated Germans with US support.
Looks like they’re going to poach the interior designer of the Tesla Model 3 and Y. Simpler and more restrained.
I wish I were rich enough to be post-opulent.
I just bought a Roller with three on the tree and crank windows, just $5000 a month for 84 months. What a bargain :)