The spread of electric vehicles is accelerating.
How will luxury cars be approached?

“Electrification” in the automobile industry is progressing. There are more EVs at new car launches and test drive events than ever before. Even around me, I hear voices saying, "Maybe it's time to switch to an EV."
However, the term "electrification" has a wide meaning. This is because it targets anything that has a battery and operates a motor. In other words, this applies to hybrids that combine gasoline or diesel engines, plug-in hybrids that can be charged externally, and pure electric vehicles that do not have an internal combustion engine. This is called a “battery EV” and is often written as “BEV.” “Hybrid” is now called “HEV” and “plug-in hybrid” is now called “PHEV.”

This trend also applies to high-end ultra-luxury brands. Bentley has announced that all of its models will be ``BEV'' by 2030, and Ferrari is also releasing ``PHEV'' one after another. So is Lamborghini. In August of this year, they announced their first BEV concept car, the Lanzador, in the United States. Lamborghini's electrification plan suggests that there will be major changes by 8.

Rolls-Royce puts its pride in the challenge of electrification

Did you know that Rolls-Royce, which can be described as a unique brand, announced the "BEV" and unveiled it in Japan in June? This is also the brand's first fully electric vehicle without an internal combustion engine.

The styling was introduced as a 2-door fastback. It is a so-called coupe, and is equipped with front-opening doors with hinges on the rear side, which are familiar from cars such as the Phantom. And with the traditional Pantheon grille, it looks exactly like a Rolls-Royce. Normally, these types of models put the battery under the floor, making it easier to design tall crossovers and SUVs, but they didn't do that. Perhaps there is Rolls-Royce pride in that. It is a self-centered stance that does not pursue other brands.

The design incorporates elements from traditional Rolls-Royce models, as well as yachting, haute couture and contemporary art. In other words, they incorporated the tastes of products and works that people in the same market are interested in. Of course. There are trends in the automobile industry, but there are also trends unique to the high-end class, such as watches, fashion, and cruisers.

The name of such a new car is Specter. The meaning is "ghost" or "ghost". As some of you may have noticed, this is almost the same meaning as Phantom, Ghost, and Wraith that they have released so far. But don't you think it's strange? For car manufacturers, the models they release are like their own children. So why give them names that arouse fear, such as ``ghosts'' and ``ghosts''?

But I want you to feel safe. There's a solid reason for that. This is because all of them are ``things that sneak up on you without making a sound.'' In other words, what Rolls-Royce wants to convey is that their cars are quiet and smooth. It has a different background from Bentley, Ferrari, Aston Martin, Bugatti, and Maserati, which all originated as racing cars. This is also the reason why we use the names Dawn, Cloud, and Shadow. They refer to ``sunrise,'' ``cloud,'' and ``shadow,'' and they all creep up on you without a sound.

In that sense, Charles Rolls, the co-founder of Rolls-Royce, seems to have been correct in his prediction in 1900 that "cars will become electric in the future," and it is true that they have produced quiet cars that follow that prediction. is. This quietness is essential when talking about the brand. And this “BEV” was born. You can easily imagine how quiet it is.

Rolls-Royce is a mysterious brand even for us journalists, so we are intrigued by it. New cars don't come out all the time, so there aren't many points of contact. Therefore, the information that can be conveyed is limited, but if you are interested in Spectre, please visit the dealer at a good time. You'll be surprised by the unique world that no other car manufacturer has. If you look up, you'll see a romantic starry sky stretching across the ceiling. That is Rolls-Royce.

Text by Tatsuya Kushima

Tatsuya Kushima

Motor journalist and columnist. Currently, he is the media site editor-in-chief and media business producer for the surfing magazine "NALU." She has previously served as editor-in-chief of many men's magazines, golf magazines, car magazines, airline in-flight magazines, etc. In addition to media activities, he is a member of the Japan Car of the Year selection committee, a member of the Japan Cigar Association, a Japan Boat of the Year selection committee, and the creative director of men's golf wear ``The Duke's Golf.''