LAUNCH NEWS
Driving luxury to the dark side
Mark Smyth ignored the rules and took to the Kyalami racetrack in a Rolls-Royce
When Tears for Fears penned the song Everybody Wants to Rule the World they probably did not have Donald Trump in mind. They were probably not thinking of poker-playing playboys or those who live life on the edge of the rules, possibly even beyond them. That hit was the song that played as we were introduced to the new Rolls-Royce Black Badge. It is the luxury marque’s attempt to lure in those who live a little on the dark side, who bend the rules every now again. In the 1980s we might have called these people the risk takers, today we might refer to them as the disruptors. Black Badge is a permanent new sub-brand for Rolls, which came about after the company engaged with its customers over what they wanted in the future. "They showed a desire for something more edgy," says Brett Soso, regional director for the Middle East, Africa and South America. He expects to find a younger audience, people who are less concerned with the rules and probably a few who like to break them. What it ...
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