British luxury car manufacturer Rolls-Royce has announced that its portfolio will consist of all-electric vehicles, starting from the year 2030. Back in October 2021, Rolls-Royce announced its fully-electric Spectre EV for 2024, which will replace the current-gen Wraith luxury sedan. The brand will then follow up the Spectre with all-electric versions of the Cullinan SUV, Ghost saloon, and Phantom limousine. Rolls-Royce also stated that it will end the production of its V12 engine and phase out ICE-powered vehicles by 2030.
The Electrification Strategy
Rolls-Royce stated that since it sold the most cars in 2021 in its 117-year legacy, each model must go electric. Since all its vehicles will go fully electric by 2030, the Mark II Ghost is the brand’s final petrol-powered vehicle. Rolls-Royce also highlighted the UK Government’s plan of banning ICE car sales in 2030 as an additional incentive for the decision. Another reason is the change in its demographic, as Rolls-Royce now has a younger clientele compared to its older buyers.
The brand states that the modern generation of youngsters prefer EVs from brands like BMW, Tesla, and others. This is due to the awareness and benefits of using EVs on a daily basis which reduces emissions significantly. Currently, Rolls-Royce will utilise Spectre’s 150-million-mile testing programme to research its plan of launching an all-electric portfolio. This will also help them develop Spectre’s future range-mates thanks to the EVs being based on Goodwood’s Architecture of Luxury.
The aim for similar pricing as ICE-powered vehicles
Rolls-Royce explained that despite electrifying its entire portfolio, it would ensure to keep the pricing according to the vehicle’s positioning. Even with the additional required investment to develop EVs, the brand ensures that it does not follow a cost-driven pattern. Rolls-Royce also commented that once it phases out the Wraith and introduces the Spectre, its price will match its standing.
Based on this revelation, the electric Phantom from 2030 will approximately cost the same as its current ICE-powered counterpart. However, the all-electric Phantom must replicate every luxury characteristic in order to compensate for the loss of its iconic V12. Rolls-Royce also commented that the electric powertrain on its future-ready vehicles would prioritise torque along with several comfort-based attributes.
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