Rolls-Royce has confirmed that it no longer sees it viable to go full-on electric by 2030. The company will try to keep the V12 alive and will have to decide what to do with its Spectre coupe moving forward.
The news comes from Chris Brownridge, CEO of Rolls-Royce, who gave an interview to motor1.com. According to him, the target audience of the British luxury car brand split in half: for every customer who is pro-electrification, there’s a customer who insists on having a traditional V12 under the hood of their chauffeured ride. With this being the case, the company feels its resources will be better spent on tuning and improving the gas engine further, as opposed to pushing foreign values on people who do not appreciate them.
As for the brand’s electric firstborn, the coupe-shaped Spectre, its future looks cloudy at best. Rolls-Royce doesn’t publish full sales numbers per model, but it does say that the Spectre enjoyed its best year in sales in 2024, when it was just announced. In 2025, the company only found enough customers to move 1,002 units. The only Rolls-Royce vehicle that performed worse than the Spectre in 2025 was the gas-powered Ghost sedan.
In earlier news, BMW made a similar statement about wanting to keep the V12 alive for as long as possible. Lamborghini also admitted that it didn’t see any future for its Lanzador EV. While the Italian company stressed that it would like to revisit the idea of making an EV in the future, it said it would have to be conceived from scratch. In other words, regardless of the future direction of the market, the Lanzador is dead in the water.
