A bright, vibrant Rolls-Royce. This showcases how beautiful a Rolls-Royce can be. The ‘Black Badge Ghost Cheongdam Edition’ was unveiled at the 20th anniversary celebration of the Rolls-Royce Cheongdam showroom on the 28th.
Inside the showroom, the bright colors of the Black Badge Ghost in Galileo Blue and Lime Green greet guests with a striking appearance. Inspired by the country’s first official showroom in Cheongdam, the Cheongdam Edition exudes a lively atmosphere with its vivid colors. It is equipped with a 6.75-liter V12 twin-turbo engine delivering 600 horsepower and a torque of 91.8 kg.m.
Upon opening the car door, the tread plate is carefully engraved with the phrase “Handbuilt in Goodwood, England For Cheondam”. The seats, ceiling, pillars, and floor mats are all finished in black.
The crowning touch is the starlight headliner, a signature of Rolls-Royce. It excites the heart as if gazing up at a starry night sky.
It took a year from conception to unveiling for the Cheongdam Edition. Extra time and care were dedicated to its creation compared to typical models. Manager Lee Sang-wook, responsible for Rolls-Royce APAC in Korea, emphasized that achieving the special colors which differ from ordinary neutrals, as well as the handcrafted tread plate, significantly extended the production timeline. This masterpiece was completed after continuous discussions between Kolon Motors, the Rolls-Royce importer in Korea, and Goodwood in the UK.
Seeing a more colorful Rolls-Royce instead of the previously monotonous neutrals refreshes the mood and excites the spirit. It subtly indicates that the clientele is getting younger. The manager highlighted, “The purchasing group for Rolls-Royce has come down to the 40s.” In fact, according to the Korea Imported Cars Association, among 35 individual Rolls-Royce customers in 2023, 12 were under the age of 50, constituting 34% of the clientele. Domestic Rolls-Royce customers are also gradually getting younger.
Alongside this, there has been a rise in bespoke buyers as well. The manager emphasized, “The delays in vehicle purchases due to COVID have led to this trend, and most domestic buyers use personalized bespoke services.” Young customers seeking a tailored Rolls-Royce showcase their desires through bespoke options. Among them, the Cheongdam Edition stands out as a representative model, smiling brightly.
Lee Sang-jin daedusj@autodiary.kr