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BFD Expert Voices - Climate Deals

BFD Expert Voices

Here's something I'm thankful for this holiday season: the chance to spend nearly a week driving a Rolls-Royce. 

Every once in a while, dreams do come true. In this case, the genie granted me the opportunity to drive the Rolls-Royce Spectre EV for almost a week. 

Why it matters: The $420,000-plus coupe is Rolls-Royce's first electric vehicle, and a rolling vision of what's possible at the tippiest top of the automotive market.

The big picture: Rolls-Royce Motor Cars is among the most exclusive automakers in the world, selling 5,000 to 6,000 vehicles a year with sticker prices that are often 10x the U.S. median new car price of $47,500.

It's also one of the few ultra-luxury automakers selling an EV. "Customers were asking for that," Martin Fritsches, president of Rolls-Royce North America, tells Axios.

Last year, the company declared the Spectre "the most important Rolls-Royce since the brand's first launch of the 10hp in 1904."

Flashback: Rolls-Royce began developing its first EV in 2017, targeting younger buyers who might be new to the brand. 

"The mandate was an emotional response from clients — not practicality," spokesperson Gerry Spahn says. "Nobody needs a Rolls-Royce, nobody needs an electric Rolls-Royce. We didn't need to be practical."

Yes, but: The Rolls-Royce Spectre that emerged six years later is one of the most practical cars I've driven. 

Zoom in: The Spectre nimbly avoids the mistakes that saddle other, lesser luxury EVs. 

It floats above the road, but delivers more power than a nuclear submarine. It's a coupe, but features a cavernous second row. It's digital-first, but centered around a streamlined dashboard and just enough buttons and dials. 

"I tend to forget, when I drive Spectre, that the car is electric," Fritsches says.

Much to my surprise, a few days into the loan, I almost did too. 

Bottom line: Old-world confidence is what makes the cutting-edge Spectre irresistible, charming and unforgettable. 

Electrifying the 0.01%

A photo of a reddish/pinkish two-door Rolls-Royce Spectre electric coupe, parked on a suburban street.

The Rolls-Royce Spectre nimbly avoids the mistakes of other, lesser luxury EVs. Photos: Alan Neuhauser

Rolls-Royce arranged for a fully charged Spectre to be dropped off at my house in Rhode Island. 

State of play: My first trip behind the wheel, simply driving around the block, I laughed and laughed with glee.

I spent the rest of the week finding every possible reason to drive — dropping in at friends' houses, buying groceries, grabbing lunch, swinging by Home Depot. We also attended a friend's wedding brunch on Cape Cod. 

What they're saying: "Do you think it'll distract too much?" my wife asked before we drove to the outdoor nuptials. (Answer: absolutely not.)

Base price: $422,750. (More than the average U.S. mortgage.)

Range: 264 miles. (Not bad for a 6,400-pounder.) 

Charge time: 35 minutes from 10% to the recommended 80%. (Quick.) 

The ride. Effortless; a battleship masquerading as a luxury liner. 

Seats more comfortable than most living rooms'.

Buttons! Intuitive, physical buttons and dials to control the air, the radio, the seats — and eight radio presets, just like the old days. More of this, please.

The magical star-studded headliner, featuring constellations and shooting stars.

Trunk easily fits a couple carry-ons. Or if you're a young parent, a pack-and-play and a couple backpacks.

Doors that close themselves at the push of the brake pedal or the pull of a button.

Satellite radio hit more dead spots than I've experienced in other vehicles.

The color-coded thermostat dials don't indicate the set temperature. ("We've never had numbers. Our interior design philosophy is less is more," Spahn says.)

The voice assistant isn't much better than other Siri knockoffs. A small but distracting blemish on a car that's otherwise spotless.

The bottom line: Rolls-Royce didn't try to gussy up its ultra-expensive EV. It focused on the fundamentals and executed almost flawlessly. 

What we're asking: If Rolls-Royce can excel by simply focusing on the basics, what's stopping other automakers from doing the same?

Driving the Spectre

A photo of the front seat of the Rolls-Royce Spectre coupe, featuring white leather seats.

The Spectre's interior accents — and the key fob — match the exterior Morganite paint scheme. 

The Rolls-Royce Spectre is one of the biggest cars on the road, but it's not the easiest vehicle for carting kids around. 

Why it matters: Making a splash at school dropoff will require some sacrifices.

State of play: At 18 feet, the Spectre is longer than most three-row SUVs, giving rear passengers plenty of legroom.

Yes, but: The two-door setup presents an inherent challenge for getting in and out of that second row — especially if you have to lean inside to buckle a small child into a car seat. 

The other side: Self-closing doors mean you don't need to worry about slammed doors or forgetful departing passengers. 

Parents corner

A photo of the interior of the Rolls-Royce Spectre coupe, with the star-studded constellation headliner.

The star-studded headliner is breathtaking.

Rolls-Royce plans to introduce an electric version of every vehicle by 2030, but it's coy about how soon it'll retire its internal combustion models.

Why it matters: The automaker's huge V12 engine is intertwined with its identity, at least for a chunk of its customers.

Flashback: "By the end of 2030, there will be no more V12," then-CEO Torsten Müller-Ötvös told Autocar last year. 

Yes, but: There's plenty of hedging in that big pronouncement.

Between the lines: Every new Rolls-Royce model will be electric-only. But  existing internal-combustion vehicles such as the Phantom and Ghost will keep their engines for now, even as the automaker adds electric versions of those models. 

What they're saying: "There are no new ICE models planned," Spahn says, referring to internal combustion engines.

"We will eventually replace the lineup, and we will have everything electrified. We have no comment on when the last ICE will be. We don't want a countdown."

What we're watching: Other luxury and mass-market automakers have hedged or withdrawn their all-electric goals, citing cool consumer demand and ongoing supply chain challenges. 

U.K. sportscar maker Lotus, for example, recently walked back its EV conversion plans.

What's next: Rolls-Royce plans to introduce two more electric models before the end of the decade, including a crossover SUV.

"We want to be capable to be fully electric by 2030," Fritsches tells Axios.

Rolls-Royce's electric roadmap

A photo of a pinkish/reddish Rolls-Royce Spectre electric coupe, parked on a suburban street in front of a couple houses, at sunset.

If someone says it's not fun parking a Rolls-Royce in front of your house, they're lying. 

Data: Cox Automotive, Automotive News, Rolls-Royce Motor Cars; Chart: Axios Visuals

Rolls-Royce isn't a mass-market automaker. It sells only a few thousand EVs globally per year.

The intrigue: The Spectre drove Rolls-Royce's U.S. sales through Q3, ranking one of "the most sought-after models" alongside the Cullinan SUV, according to a quarterly report from parent company BMW.

Charted: How the sales stack up

That's it! Thanks to George Moriarty and Brad Bonhall for edits, and thank you for tuning in to Wheels.

December 07, 2024

1 big thing: Electrifying the 0.01%