Rolls-Royce Motor Cars is seeing a younger generation of buyers enter India’s super-luxury car market, with entrepreneurs and members of wealthy business families increasingly seeking highly personalised vehicles rather than simply upgrading from existing Rolls-Royce ownership.
Visible trend
The average age of a Rolls-Royce driver globally has fallen to the early 40s, around 13 years lower than in 2010, reflecting a shift in the customer profile, said Julian Jenkins, Director of Sales and Brand at Rolls-Royce Motor Cars. “We are seeing a new generation as well. There is a younger audience for us,” said Jenkins on the sidelines of the inauguration of the company’s revamped showroom in Chennai.
The trend is also visible in India, where the company is attracting customers moving up from the luxury car segment, alongside younger members of established wealthy families and existing Rolls-Royce owners purchasing additional vehicles.
India has recorded four consecutive years of double-digit growth for Rolls-Royce, with around 20 cars sold last year. Jenkins expects the growth to continue, supported by new buyers as well as the existing customer base, though he emphasised that the company prioritises value over volume.
Changing profile
India was the company’s highest-growth market in the Asia-Pacific region in 2025, according to Rolls-Royce. “A whole lot of people are moving into that spectrum, not necessarily existing customers,” said Vasanthi Bhupathi, Dealer Principal, Rolls-Royce Motor Cars Chennai, operated by KUN Exclusive.
The changing customer profile is accompanied by a growing appetite for bespoke rides, with buyers, including businessmen and film personalities, seeking to make their cars reflect their individual personalities through distinctive colours, interiors and finishes. Many youngsters are buying Rolls-Royces for their parents, she added.
“What they want and what they expect from Rolls-Royce is still that customisation, that personalisation, individualisation,” said Jenkins.
The company’s Spectre electric coupe and Black Badge range have helped attract younger customers. Spectre was Rolls-Royce’s second-best-selling model globally in both 2024 and 2025, Jenkins said, adding that electrification suited the brand’s emphasis on instant power and a smooth, quiet ride.
The company currently has authorised retail dealerships in Delhi and Chennai, and workshops in Mumbai and Hyderabad.
Rolls-Royce cars start at ₹7 crore, and the maximum price depends on the level of customisation. The cost can be twice the base price. The minimum waiting time for vehicles manufactured in the UK is 14 months; it could increase to 2-3 years depending on customisation, Jenkins added.