Rolls-Royce is scaling back its ambitious electrification plan. The British luxury automaker, which promised to go fully electric by 2030 following the launch of the Spectre in 2022, has now revised that timeline. The company will continue producing its iconic 12-cylinder engines for the foreseeable future, signaling a shift in strategy.
Newly appointed CEO Chris Brownridge told The Times in the UK that relaxed regulations and weakening demand for electric vehicles prompted the decision. “For every client that loves an electric vehicle, there is one who does not,” he said, while emphasizing that the original all-electric strategy “was right at the time.”
The move aligns with recent decisions by parent company BMW Group, which confirmed it will continue manufacturing combustion engines, including Rolls-Royce’s V12 lineup. BMW highlighted that engines can meet upcoming Euro 7 emissions standards through updates to key components, such as the exhaust system, allowing traditional powertrains to remain compliant.
Despite the strategic pivot, Rolls-Royce has no plans to discontinue the Spectre EV. While demand for the 2023 model year was strong at launch, sales fell sharply in 2025, declining 47 percent to 1,002 units. Nevertheless, the model still narrowly outsold the Ghost, which recorded 993 units, showing that interest in EVs within the luxury segment remains moderate but not overwhelming.
Industry experts note that Rolls-Royce’s initial push toward full electrification made sense, given the quiet, smooth performance that electric powertrains provide—qualities that complement luxury vehicles. However, with the cooling EV market and a portion of clientele still favoring traditional engines, the company is striking a balance between innovation and customer preference.
Brownridge emphasized that Rolls-Royce remains committed to electrification in the long term. The Spectre continues to represent the brand’s entry into electric mobility, but the company is now taking a more measured approach, ensuring that its legendary V12 engines remain a part of its portfolio while responding to evolving market conditions.
