Rolls-Royce is set to transition to an all-electric lineup by 2030 but has expressed openness to alternative options based on customer preferences. Unlike many car manufacturers that are adopting hybrid powertrains as a temporary measure before fully embracing electric models, Rolls-Royce has stated that hybrids do not align with the driving experience it aims to deliver.
According to Rolls-Royce CEO Chris Brownridge, the brand does not envision incorporating hybrids into its offerings, as doing so could compromise the signature driving experience known as “waftability.” This term describes the smooth, effortless ride characteristic of Rolls-Royce vehicles, emphasizing a tranquil driving experience that minimizes effort and maximizes comfort for both drivers and passengers, even at high speeds or on long journeys.
The company is committed to battery-electric vehicles as its future, with the Spectre currently being its sole electric model. In the coming years, it plans to introduce a full-size electric crossover and a battery-electric replacement for the Phantom. The brand intends to phase out its internal combustion engine models after the 2031 model year, though Brownridge indicated that this timeline could be adjusted based on customer demand.
“We have the ability to go all-electric by 2030, but we will be led by our clients,” Brownridge said. He noted that different regions will adopt powertrain technologies at varying rates, highlighting the importance of flexibility in their approach.
Unlike many legacy automakers that prioritize increasing sales volume, Rolls-Royce focuses on enhancing the value of its offerings. The company sold approximately 6,000 vehicles last year, with no specific target to increase that number. Instead, it aims to grow value for clients through bespoke offerings that allow extensive vehicle customization.
For instance, 75-80% of early orders for the electric Spectre feature significant customization, raising the average transaction price to around $550,000, approximately 30% above the vehicle’s base MSRP. In North America, one in three Rolls-Royce vehicles includes notable personalization, prompting the company to open an exclusive Private Office in New York to assist customers in designing their ideal vehicles.
Source: Auto News
