Rolls Royce will be an all-electric brand from 2030. The luxury carmaker’s first all-electric model, the Spectre will go on sale later this year. Can you imagine the day when we say Rolls-Royce EV cars?
Rolls-Royce’s journey from V12 to EV
Torsten Muller-Otvos, the CEO at Rolls-Royce Cars, confirmed to the media that existing model ranges would remain V12 as long as possible, however, the next-gen vehicles would be all-electric. He also said that there will be no in-between hybrids at Rolls-Royce. The company will directly move on to electric from the V12.
Rolls-Royce as an EV brand
As of now, there is no firm timelines nor a standard lifecycle of a product. Many Rolls-Royce marquees are older than 10 years. The Phantom first-gen lasted 14 years. Hence it is likely that V12s would continue on the Phantoms.
It is said that the Spectre is the spiritual successor to the Phantom Coupe. As such, the design and the overall opulence of the car matches with the Rolls-Royce philosophy. While it will be the first EV from the British luxury maker, first and foremost it will be the car that has the spirit of ecstasy on its hood. Hence, Rolls-Royce will also position it in such a manner.
Last year, the company sold over 6,000 cars. This was the highest ever number for the brand, but even then it is still very niche. Hence, electrification or no electrification, the brand needs to keep its target customer in mind when a new product is launched. Muller-Otvos said the brand is not running after a set volume target. The brand would only lead by demand, and the company is now seeing customers that are looking to spend money and enjoy life, rather than hold on to the wealth.
He also says the carmaker will not see 10,000 sales in a year in a long time, and so the focus is more on brand positioning and demand.
Source : Autocar