# Millennial-Focused Convertibles The 'Black Badge' Edition Rolls Royce 'Dawn' is Totally Customized By Mary Van Puymbroeck | Published 2017-06-30 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/millennial-focused-convertible References: [hypebeast](https://hypebeast.com/2017/6/rolls-royce-dawn-black-badge) & [businessinsider](http://www.businessinsider.com/rolls-royce-dawn-black-badge-convertible-younger-buyers-2017-6) In recent years, Rolls Royce has been aiming to lower its target age demographic and this Millennial-focused convertible reinforces that agenda. Aimed at a youthful market, the 'Black Badge' edition of Rolls Royce's 'Dawn' convertible is a [truly bespoke vehicle](https://www.trendhunter.com/trends/jaguar-etype). Each Black Badge edition is custom-made to the specifications of the buyer so no two cars are exactly alike. A 6.6 liter twin-turbocharged V12 engine provides the extra power Millennial consumers are looking for, while an eight-speed ZF satellite-assisted automatic transmission gives the luxury car a sportier driving experience. Multiple layers of black lacquer paint are hand-applied and polished to give the car an intense, deep color. The interior has a mix of carbon fiber, ebony and black leather surfaces. This Millennial-focused convertible will be making its first appearance at the 2017 Goodwood Festival of Speed. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 24% | Activity: 57% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Bespoke Luxury Vehicles:** There is room for disruption in creating completely customized luxury vehicles like the 'Black Badge' edition of the Rolls Royce 'Dawn'. - **Youth-oriented Luxury Market:** The Rolls Royce 'Dawn' is evidence of a growing trend toward luxury cars and convertibles targeted at younger audiences. - **Sporty High-end Cars:** Millennial consumers who want both a sporty driving experience and luxury features can be served with an innovation like the Rolls Royce 'Dawn' convertible. ### Industries Being Reshaped - **Luxury Automobile Manufacturing:** Automakers can incorporate completely customized vehicles into their production line to attract wealthy buyers interested in bespoke craftsmanship. - **High-end Convertible Market:** The market for high-end convertibles can be expanded by targeting younger wealthy consumers who are looking for both luxury and speed. - **Carbon Fiber Materials:** Companies that produce high-quality carbon fiber like the one used in the interior of the Rolls Royce 'Dawn' can find opportunities in the luxury car market. ## Related on Trend Hunter - [Luxuriously Bespoke British Vehicles](https://www.trendhunter.com/trends/rollsroyce-black-badge-spectre.md) - [Opulent Arcade Culture Vehicles](https://www.trendhunter.com/trends/rollsroyce-black-badge-ghost-gamer.md) - [Luxe Wood-Accented Sedans](https://www.trendhunter.com/trends/rollsroyce-amethyst-droptail.md) - [Pearl-Themed Droptop Coaches](https://www.trendhunter.com/trends/boat-tail-1.md) - [Style-Refined Luxury Sedans](https://www.trendhunter.com/trends/phantom-series.md) - [Dragon-Honoring Luxurious Cars](https://www.trendhunter.com/trends/phantom-extended.md) - [Bespoke Cherry Blossom Vehicles](https://www.trendhunter.com/trends/rollsroyce-phantom-cherry-blossom.md) - [Auto-Inspired Decor Items](https://www.trendhunter.com/trends/cameo-1.md) - [Ultra-Luxury Super-Coupes](https://www.trendhunter.com/trends/rolls-royce.md)