Rolls-Royce’s ‘Whispers’ app, initially launched in 2019 as a luxury lifestyle platform, has evolved into a chatroom for the super-rich. The app, which is exclusive to Rolls-Royce owners, has become a hub for high-net-worth individuals to connect, communicate, and even conduct business deals.
According to Rolls-Royce CEO Torsten Müller-Ötvös, when members of ‘Whispers’ interact with each other, business deals are being done that can have a significant impact on the economy. Müller-Ötvös made these comments during a gathering of Rolls-Royce owners in Austria, where he highlighted the app as the world’s most exclusive connected car app.
Initially curated by a senior team at Rolls-Royce, including Müller-Ötvös himself, the app has gained momentum and popularity among its members. While it still offers luxury lifestyle features such as concierge support, exclusive previews of luxury goods, shopping, and events, it has also developed into a platform for inter-member introductions, communication, and chat functions.
To become a member of Whispers, individuals must own a Rolls-Royce built after 2003, and full access to the app’s features is only granted to those who own a 2018 or later model. The exclusivity of the app is evident in its membership numbers, with fewer than 20,000 members globally compared to the billions of users on platforms like LinkedIn and Facebook.
When asked about the security of the app, Rolls-Royce remains tight-lipped, responding with silence and a smile. Alexander Steinbrueck, Whispers operations manager at Rolls-Royce, emphasized that the app is not a corporate communications channel but rather a facilitator for clients to connect with each other. Clients use Whispers to meet, go on vacations together, and make business connections with like-minded individuals.
Müller-Ötvös highlighted the close-knit nature of the ultra-high-net-worth community, where members understand each other’s mindsets and face similar challenges. Conversations on Whispers range from personal security measures to recommendations for exclusive holiday destinations. Müller-Ötvös described the relationship between Rolls-Royce and its customers as a family, with clients forming new friendships and forging relationships through events organized by the brand.
The CEO shared an example of two guests who met at a Rolls-Royce event and later traveled to Istanbul to discuss a deal. While he couldn’t provide further details due to the brand’s discretion, it exemplifies how Whispers facilitates meaningful connections and business opportunities among its members.
In conclusion, Rolls-Royce’s ‘Whispers’ app has transformed from a luxury lifestyle platform to a chatroom for the super-rich. With its exclusive membership and curated features, the app provides a unique space for high-net-worth individuals to connect, communicate, and even conduct business deals. As the app continues to evolve, it remains a testament to the close-knit community of Rolls-Royce owners and their shared experiences.
