The first pure electric vehicle from Rolls-Royce, the Spectre, will be launched in South Korea in mid-June, marking its debut in Asia. Choosing Korea as the venue for its first public unveiling signifies the country’s importance as a market for Rolls-Royce.
Sales of Rolls-Royce in Korea have surged from 89 units in 2017 to 234 units in 2022, representing a 162% increase in just five years. If current trends continue, Korea is expected to become the top market for Rolls-Royce in the Asia-Pacific region. Pre-orders for the Spectre have also seen Korea lead in the Asia-Pacific area. As a result, Rolls-Royce plans to open a private office this year in Korea, acknowledging its significance in the luxury automotive market.
On the 22nd, Torsten Müller-Ötvös, CEO of Rolls-Royce Motor Cars, and Emma Begley, the Rolls-Royce Community Director, held an interview at the Signiel Suite on the 100th floor of Seoul’s Lotte World Tower during their visit to meet with local dealers.
– When and what type of battery will the Spectre launch with?
“The Spectre will be launched first in Asia in mid-June in Korea. We collaborated with BMW on the battery from the very beginning. Rolls-Royce sources batteries from CATL in China and Samsung SDI. However, due to company policy, we cannot disclose which company’s battery will be installed in the Spectre.”
– Luxury cars differentiate themselves through design, ride quality, and interior finishes. With the shift to electrification, how will Rolls-Royce maintain its brand value and luxury differentiation?
“The Spectre is Rolls-Royce and it is an electric car. This order is crucial. No matter what anyone says, the Spectre is a Rolls-Royce. Customers will experience all of Rolls-Royce’s characteristics, such as the Magic Carpet Ride and Waftability sensory experiences, along with the familiar scents inside the vehicle. We developed a 100% electric powertrain specifically for the Spectre. Once again, I emphasize, this car is undeniably a Rolls-Royce.”
– As you advance towards electrification, are there plans to use vegan leather instead of traditional leather?
“The demand for vegan leather has not been significant, and requests are limited. However, we are considering using delicate fabrics instead. Ultimately, it is essential that there are no compromises on luxury during any changes we make.”
– What message do you have for customers eagerly waiting for the Spectre?
“At a dinner with customers yesterday evening, several who had ordered the Spectre were in attendance. They have high expectations for the vehicle, and I received many questions about it. I have driven the Spectre myself, and I can honestly say it is exceptional. I want to express that it exceeds expectations.”
– What are the global and domestic sales targets for the Spectre?
“Rolls-Royce does not publicly share sales targets as per internal policies. However, the Spectre has received high order volumes, exceeding our expectations. Additionally, Korea recorded the highest pre-order volumes in the Asia-Pacific region. This underscores the significance of the Korean market and the meaning of Rolls-Royce’s first electric super coupe.”
– Immediate torque and acceleration are often associated with sports cars, yet may not align with the luxury car ethos. What technical areas is the Spectre focused on?
“Every Rolls-Royce vehicle boasts 600 horsepower. Acceleration in a Rolls-Royce is described as effortless. It’s an unbelievable level of performance, providing a smooth riding experience without exerting special effort. Our cars don’t accelerate suddenly like a Tesla; instead, they accelerate smoothly. We have developed it to allow for comfortable acceleration. The Spectre offers two modes for regenerative braking: in normal mode, it drives like traditional models, while in B mode, single-pedal driving is possible. When you take your foot off the pedal, the car gently decelerates, and pressing the pedal will resume acceleration. This innovative driving method is unique to Rolls-Royce, and one needs to experience it to truly understand it.”
– As Korea is a crucial market, are there plans to expand facilities here?
“This year, we will open a private office in Seoul. The private office initiative started in Goodwood and has expanded to Dubai in the Middle East and Shanghai in China. Rolls-Royce is committed to investing in the fast-growing Korean market for our customers here. It’s a case of investing in an important, rapidly growing market filled with interesting customers. The private office will offer a more personal approach, but visits are by invitation only. Customers will have the opportunity to meet directly with designers and managers regarding their vehicles. Even while in Seoul, they will feel as if they are in Goodwood.”
Lee Sang-jin daedusj@autodiary.kr