Electric cars to replace the Rolls-Royce Ghost, Cullinan, and Phantom in the near future will have the same price as the traditional petrol version.
Rolls-Royce is committed to selling electric cars as cheap as petrol cars - 1
Rolls-Royce will transform itself into a pure electric car brand (Image: Carscoops).
Rolls-Royce is getting ready to launch its first electric car model in 2024, named Specter, marking a new era of this super luxury car brand. Accordingly, the entire current product portfolio of Rolls-Royce, including: Phantom, Ghost, and Cullinan, will be succeeded by pure electric models by 2030.
CEO Torsten Müller-Ötvös said electric models will be priced at the same price as petrol car "predecessors".
The cost of transforming an all-gasoline product portfolio into an all-electric brand is certainly not small for a manufacturer with a low output like Rolls-Royce, even if it takes advantage of spare parts from parent group BMW. . However, this is not expected to increase future models, as Mr. Müller-Ötvös has acknowledged that electrification is a big task for the company.
Talking to Autocar magazine, Mr. Müller-Ötvös revealed that Rolls-Royce's pricing strategy has never been driven by cost, but rather by the market segment it competes in and the materials it uses. to build cars. Thus, the upcoming Specter EV model will be priced according to the market segment it targets; namely the same as "brother" Wraith. This strategy applies to future Phantom EV models as well - prices are expected to start at around $500,000, the same price as the current V12 Phantom.
At the same time, Mr. Müller-Ötvös said that the company would never bring a model to market if it did not find it to be as profitable as internal combustion engine cars.
This CEO said that the electrification of Rolls-Royce's product portfolio is not only promoted because from 2030, the British government implemented a ban on internal combustion engine cars, but also because its customers are increasingly young. chemical. He added that quite a few of its existing customers already own an electric car, be it a Tesla, BMW or another model, meaning they're used to it.
Recently, the paparazzi has "captured" a lightly camouflaged Rolls-Royce prototype running on the road, proving that the upgraded version will still use an internal combustion engine.
Technical specifications are still hidden, but the company only confirmed that Rolls-Royce electric cars will be built on an aluminum chassis called "Architecture of Luxury". For Phantom since 2017, it's also being used on Cullinan and Ghost models, and the platform is designed to be used in electric vehicles as well.