Rolls-Royce Motor Cars Americas : Inspiring Motoring Greatness

Lucy Pilgrim
Lucy Pilgrim - Deputy Head of Editorial
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  • Rolls-Royce Motor Cars is ushering in a new era of clientele with an evolved visual identity, unparalleled bespoke capabilities, a personal and intimate customer experience, and an elevated product range.
  • “With the right product, people are more willing to invest in ultra-luxury and feel it is okay to drive a Rolls-Royce, rewarding themselves for their success,” says Martin Fritsches, President and CEO, Rolls-Royce Motor Cars Americas.

As everlasting titans of the automotive and luxury industry, we speak to Rolls-Royce Motor Cars Americas about the evolution of its brand image to attract a younger clientele. President and CEO, Martin Fritsches, steers us through the company’s new era.


As a luxury stalwart, the Rolls-Royce Motor Cars (Rolls-Royce) brand has been synonymous with quiet sophistication and engineering prowess since its inception in 1904 when it launched its first-generation vehicles, sparking over a century of innovation. 

Today, the iconic brand has reached a turning point, ushering in a new era of clientele with an evolved visual identity, unparalleled bespoke capabilities, a personal and intimate customer experience, and an elevated product range. 

A decade ago, the age of Rolls-Royce owners was, on average, in the high fifties. However, this number has continued to drop rapidly over the last five years to as low as 43 today.  

This notable fall is a result of the experiential marketing of the brand and the innovative range of vehicles it launched during this period. 

“We aim to approach a younger audience with our new product range. Initially, we produced sedan-based vehicles, which were not attractive to the American market, so we transferred to a broader range that is much more appealing,” introduces Martin Fritsches, President and CEO of Rolls-Royce Motor Cars Americas. 


The change in product strategy achieved the goal of attracting a younger audience across the US, including in California, Texas, Florida, and the Midwest, as well as Canada. 

Indeed, the organization has strategically located itself across North America and purposefully collaborated with partners who share and transmit the Rolls-Royce lifestyle and values.


Over the past decade, the company’s vehicles have been intentionally launched in a way that directs the brand image toward a new generation of drivers. 

“With the right product, people are more willing to invest in ultra-luxury and feel it is okay to drive a Rolls-Royce, rewarding themselves for their success,” Fritsches states. 

Recently, the launch of the Black Badge Cullinan showcased an elevated driving experience and brought to the fore a new sleek and modern design. As such, the range still possesses all the regular comforts and engineering capabilities while being more discreetly powerful. 

“The comparisons between the regular Cullinan and the Black Badge are not obvious right away. It’s more subtle with Rolls-Royce; you get all the comfort and technology at a particular price point, but it’s not in your face,” he affirms. 

From a design perspective, the Black Badge Cullinan offers more carbon fiber elements and darkened features, such as the grill and Rolls-Royce badge.  

This attracts a newer, broader audience as it speaks to a darker alter-ego and those with a night-time lifestyle, once again connecting with younger generations. 

Elsewhere, the Black Badge Ghost has a sedan structure, offering slightly different driving capabilities compared to its Cullinan counterpart. 

“For me, this is our most approachable product, with lots of state-of-the-art technology. It offers a very smooth drive, almost like a magic carpet ride,” expresses Fritsches. 

However, similarities can be found in both models’ size, as well as their incredible power and driving characteristics. 

“With the right product, people are more willing to invest in ultra-luxury and feel it is okay to drive a Rolls-Royce, rewarding themselves for their success”

Martin Fritsches, President and CEO, Rolls-Royce Motor Cars Americas


Globally, Rolls-Royce delivers just 6,000 commissions a year, about a third of which are delivered to North American clients.  

Therefore, due to the company’s incredibly small clientele, it is able to efficiently deliver a highly personalized and bespoke customer experience. 

Interacting on a one-to-one basis is incredibly important to Rolls-Royce Motor Cars Americas, as client satisfaction, networking, and genuine authenticity with each customer have become increasingly paramount. 

The brand therefore strives to invest quality time into each client, meet them in person, and understand their needs through a high-touch approach.  

Thus, incorporating customers’ ways of life and habits into each vehicle is key to the company’s success and sustainability. 

“Once you have a better understanding of your clientele, you can be more assertive in offering the right specifications and delivering highly bespoke products with a personalized element,” Fritsches explains. 

Therefore, Rolls-Royce Motor Cars Americas can attend to its clients’ needs in a timely fashion to create the right product that fits the desired specifications.   

Its intimate, one-to-one relationships feed into a greater ecosystem that allows the company to create the most bespoke product offerings available.


The Rolls-Royce brand avoids conventional forms of advertising, such as TV and online, and instead prefers to acquire clients by interacting with them directly at a plethora of high-end events. 

For instance, next month at Pepple Beach, Rolls-Royce Motor Cars Americas will host an exclusive dinner for more than 100 of its clients, hosted by Fritsches, alongside other members of the global management team. 

“This is an incredible platform where we will not only showcase our bespoke products but also have intimate meetings with our customers, where we can start their journey and begin the creation of new commissions,” he reveals. 

Alongside this, the company also holds smaller regional luxury events in areas such as South East Florida, including Miami, Fort Lauderdale, and Palm Beach, to capture potential clients and let them interact face-to-face with the brand.  

Rolls-Royce Motor Cars Americas also invites clients to other events throughout the year, such as wine festivals, polo matches, golf tournaments, and other local festivities. Most notably, it has even hosted a dinner at a Formula 1 race for 20 of the brand’s most prestigious customers. 

“We hold close relations with our patrons, to the point where a key part of my role is to keep in touch and meet them at events throughout the year.” 


More recently, Rolls-Royce Motor Cars Americas has made significant efforts toward becoming electrified by the end of the decade. 

In 2022, it launched Spectre, the brand’s highly anticipated first fully electric vehicle (EV), which attracted a fresh client base committed to owning an EV. 

This also opened up the brand to a wider demographic, many of whom were younger drivers who wanted the latest sustainable vehicles. 

Since October 2023, the company has delivered close to 500 EVs in the Americas, complementing its beloved bespoke capabilities with new technologies that allow the iconic brand to stay up to date with the latest market needs. 

As Rolls-Royce Motor Cars Americas continues to drive the region forward with its state-of-the-art technology and superior style and aesthetics, it will continue to invest in the quality of the brand, a hallmark of its differentiation compared to other luxury automotive organizations. 

“We will continue to invest in our brand by prioritizing quality time with customers and encouraging a successful and exclusive network,” concludes Fritsches.

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By Lucy Pilgrim Deputy Head of Editorial
Lucy Pilgrim is an in-house writer for North America Outlook Magazine, where she is responsible for interviewing corporate executives and crafting original features for the magazine, corporate brochures, and the digital platform.