After Rolls Royces CEO, orders for its upcoming all-electric Specter are so plentiful that the legacy luxury automaker may have to adjust its output to meet growing demand. In addition, the company boss believes that the first all-electric Rolls-Royce will fit well into the current lineup and generate profits from the start of production.
Rolls-Royce Motor Cars is a luxury car manufacturer with over a century of experience, dating back to but owned by the early 1900s in England BMW AG since 2003. Despite the successful history of combustion, company founder Charles Rolls predicted a purely electric future as early as 1900 after driving an electric car:
The electric car is completely silent and clean. There is no smell or vibration. They should become very useful when fixed charging stations can be set up.
It would be over a century before Rolls’ company began fulfilling its founder’s prophecy, and another decade after that before we saw Rolls-Royce’s first production electric model, called the Spectre.
Specter will be the first model to be launched after Rolls-Royce promise to become fully electric by 2030. So far we have observed it withstand strenuous winter tests near the Arctic Circle before its official launch last October.
Now, just a few months before the start of production of the electric model, Rolls-Royce is already considering strengthening its assembly lines to keep up with customer demand.
The electric Rolls-Royce Specter creates demand, nice margins
In a recent call with journalists Discussing the Specter and the automaker’s overall business strategy, Rolls-Royce CEO Torsten Mueller-TV announced higher-than-expected demand for the electric vehicle ahead of overseas production:
The order intake for the Specter is much better than we expected at the moment. We still have a few months to go, but if this trend continues I’m pretty sure we’ll have to adjust our plans.
When deliveries begin in the fourth quarter of this year, the all-electric Specter is expected to replace the long-standing one Rolls Royce Wraith as the only two-door option and is positioned between the Cullinan SUV and Phantom Limousine at an estimated MSRP of around $400,000.
Mueller-TV went on to say that the all-electric Specter should achieve the same level of profitability compared to the rest of the Rolls-Royce lineup, adding that executives at parent company BMW are currently happy with the margins the CEO’s brand is generating.
With an order backlog for the Specter stretching “well” into 2023, according to Müller-TV, the luxury carmaker could bolster production in Goodwood, England, to capitalize on customers hungry for an all-electric Rolls-Royce, particularly in the UK USA – Rolls’ leading market, accounting for 35% of total sales in 2022.
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