Recently, the news that Rolls-Royce has canceled its plan to become a pure electric brand in 2030 has aroused widespread concern in the automotive industry. In response to this rumor, Rolls-Royce China officially responded to the media saying that Rolls-Royce’s plan to continue launching electrified models has not changed.Electrification is still the direction of brand development. Based on changes in policies and rules in various countries around the world, the life cycle of Rolls-Royce's V12 engine will continue into the next 10 years.
Rolls-Royce China further explained: Recent policy adjustments mean that the company will not forcefully stop the production of V12 engines in 2030. However, during the development process, the electrified Rolls-Royce Shining showed better quietness, power performance, and driving experience, and its commercialization has also achieved certain success.
It is reported that Rolls-Royce launched its first pure electric model, the Shining, in 2022.At the time, CEO Thorsten Müller-Utterfuss announced that the brand would cease production of internal combustion engine models by the end of 2030.
But new CEO Chris Brownridge, who takes office at the end of 2023, has reversed course. "We respond to customer demand and we build to order," he said.
The company will continue to retain the iconic V12 engine, which is not only the core of the brand's heritage, but also favored by high-end buyers who pursue unique sound and driving quality. He mentioned that the previous commitment was the right choice at the time, but now the relevant regulations have changed.
In addition, Rolls-Royce has not completely given up on electrification. The Shining is still in production, and a pure electric version of Cullinan is about to be launched. However, this decision means that the strict timetable for full electrification has come to an end.
Relaxed emissions regulations and slowing demand for electric vehicles,Data shows that Shining sales will plummet 47% year-on-year in 2025, with only 1,002 units sold. Multiple factors have forced Rolls-Royce to reconsider the path to full electrification.
