Rolls-Royce backs away from full electrification target for 2030

Rolls-Royce is stepping back from its plan to go all-electric by 2030, as demand for combustion models remains strong. The move follows a reported 47% drop in sales of the all-electric Spectre, with CEO Chris Brownridge also pointing to sustained interest in V12 engines and shifting political conditions.

Rolls royce black badge spectre — Rolls-Royce Spectre Black Badge
Image: Rolls-Royce

With this decision, Rolls-Royce joins a growing list of manufacturers that are scaling back the ambitious electric vehicle targets they set just a few years ago. For example, its direct competitor Bentley announced in 2024 that it would delay its goal of selling only electric cars from 2030 to 2035. By September 2025, however, Bentley had abandoned its fixed phase-out date entirely. Porsche, too, has since announced new internal combustion engine models, after the German sports car manufacturer scrapped its own EV targets.

Former Rolls-Royce CEO Torsten Müller-Ötvös had set the goal in 2021 to sell only battery-electric vehicles from 2030 onwards. In 2022, during the unveiling of the first all-electric model, Spectre, he reaffirmed that the share of electric vehicles in annual sales was expected to reach 70% by 2028.

However, his successor, Chris Brownridge, who took over the role in December 2023, sees things differently and has publicly abandoned the 2030 target. He cites the relaxation of regulatory and legal requirements by governments worldwide, as well as customer demand, as reasons.

“For every client that loves an electric vehicle there is one who does not,” said Brownridge. “Some clients do want an electric vehicle, we build what is ordered.”

Conversely, many customers still prefer a Rolls-Royce with an internal combustion engine: “We recognise some clients would rather have a V12 engine. The V12 is part of our history,” Bownridge tol The Times.

The CEO has refused to set a new fixed target for when Rolls-Royce might offer only all-electric vehicles. He also declined to provide the media with a specific figure regarding how many new electric models the company plans to bring to market in the future.

According to BMW’s latest annual report, demand for Rolls-Royce’s only all-electric model to date declined significantly last year. Deliveries of the Spectre fell to 1,002 units, down 47% from 1,890 vehicles in 2024—the model’s first full year on sale. The figures point to a possible first-mover effect, with early demand driven by launch interest before easing thereafter.

The Spectre’s weak performance likely influenced CEO Brownridge’s decision to abandon the rigid 2030 target. After all, the share of electric vehicles across all deliveries fell to 17.7% in 2025, down from a notable 33% in 2024.

theguardian.co.uk, thetimes.co.uk

2 Comments

about „Rolls-Royce backs away from full electrification target for 2030“

Stephen Malbon

20.03.2026 um 10:47

Sadly, there is too much ignorance at play, with too many armchair critics making comments about EVs who have more than likely never driven one (and I don't just mean a test drive).This is a fact across all levels of society.If I may, I would like to give you an example - until July last year, I'd been a Land Rover/Range Rover owner for over 30 years, owning and driving many models. However, a situation occurred that pushed me towards purchasing an EV, which I did, and, to be honest, I haven't looked back and wish I had done it sooner. In terms of fuel use, I was spending over £250 per month (2025 prices) on diesel for the Land Rover, but by Christmas of 2025, with the EV, I had not even spent that on electricity, doing the same mileage and journeys. Insurance and tax were unaffected.I acknowledge that some drivers don't have off-street parking, but a range of options is available to address this. I'm fortunate to have a driveway and charge at home, which I do for almost 99% of the time, with a full charge from 20 to 100% costing less than £9.00 on a standard day/night tariff. Charging away from home was a pleasant experience, just a matter of getting used to filling up in a car park rather than having to use a petrol station.The quality of the vehicle I chose exceeds that of the JLR, so my best advice to anybody is to have at least a test drive of a few, the longer the better, before you condemn. Don't be afraid of the second-hand market either.

Howard Marks

20.03.2026 um 15:20

WOW! Hallelujah Stephen! Not just because you quite ICE for EV but because you were embedded in the most hated of all ICE cults Range Rover/Land Rover. That is like quitting a crack addiction. Now you are nicer person by definition. On the second-hand market issue. Yes to buying a second-hand BYD SEAL or BYD SEALION 7 but there is a problem with European brands like SKODA etc. The Chinese include all essential gear like the essential HEAT PUMP so you know if you buy a second hand SEAL it has got one. But Europeans still make buyers buy features as a la carte. SKODA charges £1100 extra for a heat pump even if you option an Enyaq over £50K if you don't click the HEAT PUMP optional extra you can end up with a very cold range limited battery in Winter. So people be careful about second hand European brand EVs confirm what they have in writing. Chinese brands like XPENG don't have that to worry about.