What does the switch to electric drive mean for Rolls-Royce?
Claudia Cowley: This moment is special for us. As early as 1900, one of our founders, Charles Rolls, considered the electric drive to be very useful because of its smooth running and cleanliness. But at that time there was no infrastructure for this and the technology would not have been suitable for series production. Now, over 100 years later, we are finally at the point where we can make the prophecy a reality.
What does Rolls-Royce see as the advantages of this drive?
There are three main advantages for us. Firstly, an electric car has all the power directly at the wheel, which enables a unique driving experience. Then of course the particularly quiet running plays a big role: our cars are already very quiet, the Specter is even quieter. And lastly: you no longer have switching breaks. All of this reinforces the 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 one automobile. 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 – a Rolls-Royce is designed to last. 80% of all Rolls-Royces ever built are still on the road today.
How long do your customers use the cars on average?
For a lifetime and beyond. Our cars are often inherited. We don’t see ourselves as a car manufacturer, but rather sell luxury goods. Our customers’ dreams come true. The time they spend selecting the vehicle, its materials and finishes, often together with the whole family, can take many days. This means that Rolls-Royce customers have a close relationship with their products.
How long does it take from the order to the finished car?
That depends entirely. Depending on how much we customize and what is on the wish list, such as the coachline or a hand-painted family crest, this can take months or, in the case of projects like Coachbuild, a few years.
You often hear the accusation that an electric car doesn’t last nearly as long as a combustion engine because it’s more difficult to repair. So when you talk about holding time as long as possible, what do you say to skeptics?
The batteries are replaceable. If it is defective or loses performance, we will replace it. This also works with individual parts of the battery 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 finally gets their Specter. How long are you currently waiting?
If you order today, we are planning for the end of 2025. This is simply due to the full order books. The Specter is in great demand and we have to meet this demand, which may take a while given the current order situation.
What is the feedback on the unusual Specter, which is the first model to do without the V12 engine?
The step into electromobility is very obvious for us. And by 2030 we will only build and offer electric vehicles. The power delivery and smooth running speak for themselves and do not differ much from the V12 engine. All in all, the feedback is very positive. Many of our customers are happy about something completely new and all the technology that we have installed for the first time. However, we are also seeing new customers who are enthusiastic about the Specter. 40 percent of Specter buyers are new customers.
And how old are they?
Our youngest customers are 20 years old. The average age of Rolls-Royce customers is 43 years. This is very young and will certainly become even younger with the Specter.
Apparently Rolls-Royce is of the opinion that battery technology is now advanced enough to put such a car on the wheels. With such an expensive vehicle, how do you address the typical problems of electric cars, such as reduced range in cold weather?
We consciously took our time with the first electric Rolls-Royce and will only bring it onto the market when the range and charging time are satisfactory for our customers. We are currently very satisfied with this.
But a range of 500 kilometers isn’t 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 an average of eight vehicles that our customers have in their garage.
So there is no Specter buyer who only has this Rolls-Royce car?
In fact, there are quite a few new customers whose first Rolls-Royce is the Spectre. This is a new target group that we obviously haven’t reached before. And a target group that is fully aware of using an electric vehicle.
Especially in the area of electric vehicles, it is foreseeable that a lot of new and certainly better technology will come onto the market in the coming years. Is Rolls-Royce prepared for the fact that customers might want to upgrade if there was a breakthrough?
As already mentioned, the batteries as a whole, but also parts of the batteries, are of course replaceable. But when it comes to changing the entire technology, the situation is similar to that of our combustion engine models. Just because there is suddenly a new engine, the older models are not all converted. What is new, however, is the possibility for us to install software updates away from the workshops. In this regard, customers can expect to stay up to date.
How technologically savvy is a Rolls-Royce customer who is interested in the Spectre?
That is different. But it’s rarely about the core technology, such as battery capacity or exact performance data. You choose a Rolls-Royce because it is a luxury product. It’s a lifestyle, not just a means of transportation.
What do you get outside of the car when you buy into this world?
For example, you get access to Whispers. This is our own social network, a closed community in which only Rolls-Royce owners can register. There we provide our customers with information from the world of art, inform them about changing topics and provide access to “money-cant-buy-experiences”. All in exchange with the concierge service available. Customers can also network with each other, communicate and contact our CEO directly.
What does the concierge service do?
Almost everything. From simply finding out where the nearest charging station is to planning your vacation or getting tickets for events that are actually sold out.
And what else can’t you buy with money?
A meal with a famous designer or collaborations with fashion labels where our customers can design their own collection, for example.
Transparency note: The test drive with the Rolls-Royce Specter took place at the invitation of the manufacturer.
