Rolls-Royce reaffirms EV plan but extends V12 production

Rolls-Royce Spectre

On March 23, responding to reports that it had scrapped its plan to become a fully electric brand by 2030, Rolls-Royce China told domestic media that the company’s electrification direction remains unchanged and it will continue to launch electric vehicle products. At the same time, amid evolving policies and regulations across global markets, Rolls-Royce confirmed that the lifecycle of its V12 engines will be extended into the next decade. 

Under this strategy, V12 engines will remain a long-term component of the product portfolio. The shift reflects changes in both policy and market dynamics. In the United States, the target for electric vehicles to account for 50% of sales by 2030 has been withdrawn. Meanwhile, the European Union has softened its stance on the 2035 ban on internal combustion engine vehicles, signaling a more gradual industry transition. 

Rolls-Royce lineup

At the same time, customer preferences in the ultra-luxury segment remain a decisive factor. For this group, internal combustion engines are not merely a powertrain choice but an integral part of the brand experience. Sales performance has also influenced the reassessment. 

Deliveries of Rolls-Royce by model variant for 2025 and 2024

In 2025, global deliveries of the Spectre fell 47% year-on-year to just 1,002 units, prompting Rolls-Royce to reconsider the pace of full electrification. Rolls-Royce introduced its first fully electric model, the Spectre, in 2022. At the time, then-CEO Torsten Müller-Ötvös announced that the brand would phase out internal combustion engine vehicles by the end of 2030. Following a leadership change, new CEO Chris Brownridge has emphasized a customer-driven approach, maintaining the brand’s bespoke, build-to-order model.