Seems like Rolls Royce has been watching a little too much of “Keeping Up With The Kardashians” as they reveal an official factory spec, blinged up Wraith. If you are wondering who the Kardashians are then perhaps its wise to remain ignorant on contemporary TV pop-culture and read hilarious memes about ISIL instead.
But Rolls Royce are marketing this Wraith as the celebration of the marque’s association with rock star rebels or as the company calls it “Wraith, inspired by Music”. Rolls Royce have enbaled customers to bespoke the hell out of the in-car sound system since the Wraith was launched in 2013.
“Wraith ‘Inspired by Music’ appeals to those looking to Rolls-Royce for unique and creative motor cars. Its effortlessly cool appearance complements the superior Bespoke Audio system; the contemporary use of copper creates an atmospheric setting for the most encompassing music system on the market,” commented Torsten Müller Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.
What the Wraith is a marketing exercise to highlight the hand made 1300W, 18 channel system comprising two highly powerful bass speakers, seven tweeters and seven mid range speakers. But doesn’t the latter sell it self? Not if you’re a marketing expert, you have to think outside of the box.
Two ‘exciter’ speakers hand-fitted in the car’s headlining play a vital role in bringing the sound to the listener at ear-level; ensuring the output perfectly imitates the way music is experienced in a live setting.
Microphones constantly monitor ambient and exterior noises and will adjust volume and tone settings automatically to ensure no external agent detracts from the user’s listening experience. Even the exterior paint job has a slightly cringe worthy name, Lyrical Copper.
In the press release Rolls Royce go onto say that the biggest music artists of the age have purchased a Rolls Royce which is seen as an ‘affirmation of success’ as the company says. Rolls Royce also goes onto mention the who’s who of music giants who have bought a RR over the decades.
The ‘King of Rock and Roll’ Elvis Presley, John Lennon, Keith Moon and someone from Pink Floyd all have bought a RR. But really they should be talking about current pop-culture and not from 40-50 years ago.
And besides the age of the rock and roll music giant’s is dead thanks to music streaming. Today reality TV stars and rappers are the new ‘Rock & Roll’ royalty and bell weather for the ‘affirmation of success’.