The Background Behind Introducing 'Customized' Electric Cars Over 500 Million Won First in Korea

Interview with Rolls-Royce CEO Visiting Korea
"First Electric Car Spectre, Asia's First Reveal in June"

"We plan to introduce the electric car Spectre first in Korea among Asian countries. The timing is June this year."

Torsten M?ller-?tv?s, CEO of Rolls-Royce Motor Cars, said in an interview hosted by the Korea Automobile Journalists Association (KAJA), "Korea is an important market that is rapidly growing."

Rolls-Royce sold 6,021 units worldwide last year, an 8% increase compared to the previous year. It surpassed 6,000 units for the first time. Korea has grown into a significant market for Rolls-Royce. Sales surged 31.5% from 171 units in 2020 to 225 units in 2021. In 2022, 234 units were sold.

The Spectre, unveiled first in Asia in Korea, is Rolls-Royce's first electric vehicle. Its design is inspired by yachts. The width and length measure 2080mm and 5453mm respectively. Through its streamlined design, it achieves the lowest drag coefficient of 0.25cd among Rolls-Royce vehicles. The starting price is $413,000 (approximately 530 million KRW). Spectre has the highest pre-order volume from Korean customers in the Asia-Pacific region. Chairman ?tv?s also expressed high expectations for the Spectre.

He explained, "I have actually driven the Spectre a lot, and all I can say is that it is an excellent vehicle," adding, "You will experience not only what you have felt from Rolls-Royce before but even more than that."

Additionally, a new customer service for Korea will be introduced: the 'Private Office.' This place connects to the 'Goodwood Home of Rolls-Royce' in the UK, the only location worldwide where Rolls-Royce cars are designed and handcrafted.

He emphasized, "Through the Private Office, customers can discuss and interact with bespoke designers and managers and participate in creating their own vehicles," adding, "We plan to open a Private Office in Seoul this year to provide a more luxurious and personalized experience."

Chairman ?tv?s stresses that Rolls-Royce belongs to the luxury (premium) industry rather than the automotive industry. He said, "Rolls-Royce aims to establish itself as a truly persuasive luxury brand for customers," and "Regarding bespoke, we have the highest standards on earth, and no other brand can match Rolls-Royce."

He presented a vision to continue the value of luxury cars even as Rolls-Royce electrifies. Rolls-Royce is pushing for full electrification of all vehicles by 2030.

He explained, "It takes more than 1,000 hours to make one Rolls-Royce car," adding, "This includes complex manufacturing processes, hand-painted coach lines, and numerous detailed tasks that embody craftsmanship." He emphasized, "Rolls-Royce first, electric car second."