A perennial tension for luxury, how do high-end brands authentically connect with new audiences, embrace technological innovations and grow without losing core DNA or alienating long term loyalists?
Luxury loves history. No matter where you turn in the luxury world, “heritage” plays a huge role in how brands operate.
In doing so, they create new meaning in their brand story that has the potential to reclaim the concept of heritage. So how exactly are these brands, steeped in a longstanding heritage, modernizing to meet the expectations of the now and next-gen?Take for example the iconic British brand Rolls-Royce; arguably the pinnacle of luxury automotive, a synonym for personal success and status adopted by such a broad range of 'celebrity' from The British Royal Family to Kim Kardashian.
Much like its audience , the 123-year-old brand has a history filled with ingenuity, innovation and craftsmanship. It’s not new news that the automotive industry is shifting gears, with the likes of Bentley and Audi pledging to completely depart from combustion engines by 2026, there’s no doubt that the future of autos will be battery-based.
In essence, Rolls-Royce marries legacy with modernity, retaining the compelling combination of both classic luxury attributes while demonstrating avant-garde technologies to set, and reset, the new industry standard.When working on the launch of Rolls Royce’s first EV, Spectre, our challenge was to bring the luxury stalwart future-facing ethos to life in a way that demonstrated that this is a brand that realizes the future with a truly unique driving experience.
The Rolls-Royce Spectre undergoes winter testing in Arjeplog, Sweden. Image courtesy of Rolls-Royce Motor Cars
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