Rolls Royce is the latest manufacturer to move away from an electric vehicle-only target date.
Chris Brownridge, CEO of Rolls-Royce since late 2023, said: The Guardian According to other British media, the brand is abandoning its goal of becoming a pure-play electrical manufacturer by 2030.
The target was set in 2022 when then-CEO Torsten Müller-Ötvös launched the Specter EV coupe. At the time, Rolls-Royce expected electric vehicles to account for 70 percent of its sales by 2028 and to end production of V12-powered models by the end of 2030.
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Mr Brownridge said the decision was “correct at the time” but noted that “the prediction was based on other circumstances”. Above all, the “legislation (regarding CO2 emissions) has changed”.
At the end of 2025, the European Union abolished its effective ban on new cars with gasoline or diesel engines from 2035. Instead, the EU will impose a fleet-wide CO2 emissions target for 2035, equivalent to a 90 percent reduction in emissions compared to 2021.
The US has gone a step further and eliminated the penalty for exceeding its CAFE fuel economy targets. It also eliminated a $7,500 (AUD$10,600) federal electric vehicle tax rebate.
Rolls-Royce’s CEO declined to provide a zero-emissions target for the brand and declined to comment on whether the company has planned more electric vehicles.
Last year, Rolls-Royce sold 5,664 vehicles, with the Specter – the brand’s only electric vehicle – remaining the second most popular model, accounting for 17.7 percent of all sales, although its share fell from 33.0 percent the previous year.
| Model | Sales 2025 | Change |
|---|---|---|
| Cullinan | 3291 | +27.1% |
| spook | 1002 | -47.0% |
| Spirit | 993 | +22.9% |
| phantom | 376 | -9.0% |
| Ghost/Dawn | 2 | -81.8% |
“For every customer who isn’t sure whether our Specter is right for them, there’s one who says, ‘I love it,'” Mr. Brownridge said. “We can respond to our customers’ demand…we build what is ordered.”
At the beginning of the decade, a number of established brands announced that they would switch to purely electric power. These include Alfa Romeo (2027), Opel/Vauxhall (2028), Bentley (2030) and Volvo (2030).
BMW was significantly more reluctant to set such a goal, and Rolls-Royce was the only brand in the BMW Group to make such a promise.
MORE: Explore the Rolls-Royce showroom




