On 18 October, Rolls-Royce, the leading British ultra-luxury car brand, officially unveiled its first all-electric model, the Spectre, positioned as a two-door, four-seat all-electric coupe, with first deliveries expected to take place in the fourth quarter of 2023.

The exterior of the Spectre follows the classic Rolls-Royce family design family, while the architecture is the same aluminium 'luxury architecture' as that of the Phantom and Cullinan. The new car will also feature Rolls-Royce's new SPIRIT software architecture and Whispers Connected Services.

The new model will be powered by twin front and rear electric motors with a total of 430kW and an acceleration time of 4.5 seconds per 100km, and a CLTC combined electric range of 585km.

Rolls-Royce has five models on sale: the Gust, Phantom, Cullinan, Phantom and Obsidian, the vast majority of which are priced at over $5 million. Although the price of the Shining has yet to be announced, sources say it will be priced between the Cullinan and Phantom, which means the Shining could start at over $6 million.
For its first electric car, Rolls-Royce has not chosen the hotter SUV market, but rather the relatively unknown coupé model.

Sales figures show that from January to October 2020 Rolls-Royce sold 489 units in Europe, of which 215 were for the SUV Cullinan alone and only 80 for the Phantom, which is also a coupé. 5,586 new Rolls-Royce vehicles will be sold worldwide in 2021, the majority of which will be cars and SUVs such as the Phantom, Gusto and Cullinan. The majority of the 5,586 new cars sold worldwide in 2021 will also be the Phantom, Gusto and Cullinan cars and SUVs.

With the official launch of the new car, Rolls-Royce has completed the electric transition over the other ultra-luxury brands. 

At present, a range of ultra-luxury brands such as Bentley, Lamborghini and Ferrari have not officially released their pure electric models, with fellow British ultra-luxury brand Bentley even announcing in August that the release date of its first pure electric car would be delayed until 2026.

Rolls-Royce, on the other hand, plans to go fully electric by 2030 and will no longer produce or sell any fuel-efficient models.