Rolls-Royce: How the Specter electric car is changing the luxury brand

What does switching to an electric car mean? Rolls-Royce?

Claudia Cowley: This time is special for us. As early as 1900, one of our founders, Charles Rolls, saw the electric car as very important because of its efficiency and cleanliness. But at that time there was no infrastructure for this and the technology was not suitable for serial production. Now, more than 100 years later, we are finally at the point where we can make that prophecy come true.

What does Rolls-Royce see as the benefits of this reserve?

There are three main advantages for us. First, the electric car has all the power directly to the wheel, which enables a unique driving experience. Then of course the quiet running in particular plays a big role: our cars are already very quiet, the Specter is even quieter. And finally: you no longer have a break to switch. All of this reinforces features that Rolls-Royce customers already value.

How sustainable is an electric Rolls-Royce compared to a combustion engine?

Sustainability at Rolls-Royce is not limited to just one car. We try to work as sustainably as possible in everything we do. For Rolls-Royce, it’s not about the moment, but the big picture – Rolls-Royce is built to last. 80% of all Rolls-Royces ever built are still on the road today.

Rolls-Royce does not see itself as a car manufacturer

How long do your customers use cars on average?

For life and beyond. Our cars are often inherited. We don’t see ourselves as a car manufacturer, but we sell luxury products. Our customers’ dreams come true. When they spend choosing a car, its accessories and accessories, often with the whole family, it can take many days. This means that Rolls-Royce customers have a close relationship with their products.

How long does it take from order to finished car?

That totally depends. Depending on how much we customize and what’s on the wish list, such as a coach line or a hand-painted family group, this can take months or, in the case of projects like Coachbuild, a few years.

Again and again you hear the accusation that… Electric car it does not last as long as a combustion engine because it is more difficult to repair. So when you talk about holding time for as long as possible, what do you say to the doubters?

Batteries are replaceable. If it’s defective or loses functionality, we’ll replace it. This also works with specific battery parts if there is a problem that can be traced back to a specific component.

That all sounds very good, and yet it seems to take a while at Rolls-Royce until an interested customer gets his Spectre. How long are you currently waiting?

If you order today, we plan for the end of 2025. This is due to the full import of books. Specter is in high demand and has to meet these requirements, which may take some time due to the current state of the system.

What do you think about the unusual Spectre, which is the first model to do without a V12 engine?

The steps in electromobility are very obvious to us. And by 2030 we will build and produce only electric cars. The power output and smooth handling speak for themselves and are not too different from the V12 engine. All in all, the feedback is very positive. Many of our customers are enjoying something completely new with all the technology we have installed for the first time. However, we are also seeing new customers who are enthusiastic about Spectre. 40 percent of Specter buyers are new customers.

And how old are they?

Our youngest customer is 20 years old. The average age of Rolls-Royce customers is 43. This is very young and will certainly be younger with the Spectre.

Apparently Rolls-Royce is of the opinion that battery technology is now advanced enough to put such a car on wheels. With such an expensive car, how do you deal with common problems with electric cars, such as reduced range in cold weather?

We carefully took our time with the first electric Rolls-Royce and will only bring it to market when the range and charging time are satisfactory to our customers. For now we are very satisfied with this.

“One of the eight average cars our customers have in their garage”

But 500 km away is not the world either.

Believe it or not, our customers rarely drive more than 300 kilometers in one go. We see an average annual mileage of 6,000 kilometers because a Rolls-Royce is one of the average of eight cars our customers have in their garage.

So there’s no Specter buyer who only owns this Rolls-Royce?

In fact, there are a few new customers whose first Rolls-Royce is the Spectre. This is a new target group that we have definitely not reached before. And a target group that is fully aware of using an electric car.

Especially in the area of ​​electric vehicles, it seems that many new and better technologies will come to the market in the coming years. Is Rolls-Royce prepared for the fact that customers may want to upgrade if there is success?

As already mentioned, batteries in general, but also battery parts, can of course be replaced. But when it comes to changing the entire technology, the situation is similar to that of our combustion engine models. Just because there is a new engine suddenly, the old models are not all changed. What is new, however, is the possibility for us to install software updates away from the workshop. In this regard, customers can expect to be updated.

How tech-savvy is the Rolls-Royce customer interested in the Spectre?

That is different. But it’s rarely about the underlying technology, like battery capacity or actual performance data. You choose Rolls-Royce because it is a luxury product. It’s a lifestyle, not just a mode of transportation.

What do you get out of the car when you shop in this world?

For example, you get access to Whispers. This is our social network, a closed community that only Rolls-Royce owners can join. There we provide our clients with information from the art world, inform them about changing topics and provide access to “money-can’t-buy experiences”. All in exchange for concierge service available. Customers can also connect, communicate and communicate with our CEO directly.

What does a concierge service do?

Almost everything. From simply finding where the nearest payment center is to planning your vacation or finding tickets to events that are completely sold out.

And what else can’t you buy with money?

A meal with a famous designer or a collaboration with a fashion label where our customers can design their own collection, for example.

Note clearly: The Rolls-Royce Specter test was conducted at the manufacturer’s invitation.