The luxury marque refuses to budge from its 118-year legacy of delivering consistency
A classic is a classic for a reason. And Rolls-Royce is an exemplar of classic permanence. That is why the premium automaker announced that it has no plans of joining the hybrid cars bandwagon, now, or ever.
“An everlasting expression of the exception,” as the British auto manufacturer describes itself, Rolls-Royce’s anti-hybrid stand is in line with its guarantee of delivering what clients have come to expect – the most solid and effortless drive.
As Chris Brownridge, CEO, Rolls-Royce puts it, hybrid cars give off a shudder when the vehicle switches between all-electric to traditional gas-mode. This goes against the Rolls-Royce promise of a super smooth drive. For a company that takes pride in guaranteeing a fluid driving experience, they cannot afford to accommodate that transition, no matter how short or faint it may be.
While competitors, including Bentley, have chosen to keep up with the times, Rolls-Royce has an either all-in or nothing, stance. This means that the luxury car-maker would most probably be converting from traditional gas to fully battery-powered vehicles, in the course of time, as early as 2030. Work on this has already started with the Spectre coupe. An electric crossover, smaller than the Cullinan, is also reportedly planned for launch in 2027. The company may abolish the V12 engine within the next six to seven years.
The luxury carmaker is developing its revenue from bespoke creations, especially from its newly opened design studio in New York, USA. Brownridge revealed that the MSRP on a Spectre is about US$550,000, and clients are willing to pay 30% on customisations. Up to 80% of buyers have ordered their cars with considerable customization options.
