Even luxury brands like Rolls-Royce are feeling the heat of the current electric vehicle (EV) market dynamics, resorting to discounts rarely seen on their exclusive automobiles. While $5,000 might seem insignificant against a $422,000 starting price tag for the Spectre, it signals a broader shift in how even the most prestigious automakers approach pricing strategy.
This move comes as federal tax credits for electric vehicles have expired in the US — impacting all leased EVs, regardless of origin. Rolls-Royce is offering this lease credit specifically on 2025 and 2026 Spectre models through November 30th. Initially, the incentive was a more substantial $7,500 before being quietly reduced to its current amount.
It’s important to note that even with the discount, the price of the U.S.-spec Spectre remains higher than it would have been during the period when the federal EV tax credit applied. Notably, neither this credit nor the current lease incentive was available to buyers purchasing a Spectre outright.
This discount strategy may seem unusual for Rolls-Royce, where customization and high-end options contribute significantly to revenue. However, the brand is not alone in this tactic. Other luxury manufacturers are implementing larger incentives to navigate the competitive EV landscape.
Maserati, for example, is offering a substantial $50,000 discount on both the GranTurismo and GranCabrio Folgore models, alongside a $25,000 discount on the Grecale Folgore SUV. Aston Martin, lacking an EV model in its current lineup, is still employing incentives across its gasoline-powered range to clear excess inventory in the U.S. market.
These moves highlight a growing reality: even prestigious brands are adapting pricing strategies in response to intensifying competition and consumer demand for EVs. This trend suggests that incentives may become increasingly common within the luxury EV sector as manufacturers strive to attract buyers and build market share.
