Rolls-Royce Embraces Electric Power with Style
Rolls-Royce, known for its luxury vehicles, is making a bold move towards electric power. The company’s showroom in Sunningdale, near London, is a testament to its commitment to innovation. The display of a bright-yellow Cullinan SUV may seem unconventional, but it reflects the company’s dedication to pushing boundaries. As part of its transition to electric vehicles, Rolls-Royce has introduced the Spectre, its first electric model, with deliveries starting last autumn. The company aims to have electric vehicles account for 20% of its sales this year, marking a significant shift in its product lineup. Leveraging its partnership with BMW, Rolls-Royce has access to cutting-edge electric vehicle technology, including battery cells and motors.
Unlike other carmakers, Rolls-Royce’s luxury vehicles are well-suited for electrification. The absence of engine noise, a hallmark of electric vehicles, aligns with the brand’s promise of a serene driving experience. Despite the hefty price tag of £330,000 ($420,000) for the Spectre, Rolls-Royce’s affluent clientele is unlikely to be deterred. The company’s focus on luxury and exclusivity sets it apart from traditional car manufacturers, positioning it as a purveyor of high-end goods rather than just automobiles.
The showroom itself is a testament to Rolls-Royce’s commitment to luxury and craftsmanship. Customers can explore the “atelier,” a space adorned with rare leathers and customizable features, allowing them to create bespoke vehicles tailored to their preferences. From intricate paint schemes to a roof lining adorned with 1,340 LED lights that mimic a starry night sky, the showroom offers a glimpse into the world of bespoke luxury.
2024-02-01 09:28:43
Post from www.economist.com
