Rolls-Royce enters into the world of fully-electric cars with the Spectre (as it’s officially named), a masterpiece described as “perfectly noiseless and clean” and having “no smell or vibration”. This launch marks the beginning of a new all-electric era for Rolls-Royce (an era that’s set to see the brand go fully electric by 2030).

Drawing inspiration from worlds far beyond automotive but within the Luxury universe – including haute couture, modernist sculpture, nautical design, tailoring, and contemporary art – the Spectre’s unique look saw creatives drawn to modern yacht concepts, precisely the clarity and precision of line, intelligent use of reflection, and application of taper to emotionalize silhouettes.

“It needs to be a Rolls-Royce first,” Rolls-Royce CEO Torsten Müller-Ötvös said. “That means stability, brilliant quality, timeless materials, flight-on-land, silent propulsion. It carries all these genes Rolls-Royce is famous for.” “Spectre is the most perfect product that Rolls-Royce has ever produced,” Muller-Otvos said.

With a starting price tag of $413.000, the car is the most expensive EV coupe on the market and defines a new category of what Rolls calls an “Ultra-Luxury Electric Super Coupé.” More than 300 U.S. buyers have already put down deposits for this Rolls-Royce’s first electric vehicle before its launch.

Golden rule on Luxury PRICING: Luxury sets the price; price does not set Luxury. No single product is expensive. Price is never an issue as long as it is: AFFORDABLE (the price is within the customer’s financial range) and FAIR (the perceived value is correct). For those 300 U.S. buyers, this looks to be the case.