The luxury car market has taken an unexpected turn: Rolls-Royce has officially abandoned plans for full electrification by 2030. The reason is simple—clients willing to spend hundreds of thousands of euros are not in a hurry to switch to electric vehicles. Contrary to previous statements, the company has decided to keep producing gasoline V12 engines, which remain favorites among buyers. This decision became possible after the European Union postponed its ban on sales of new combustion engine cars to 2035, giving manufacturers extra time to adapt.
Rolls-Royce management notes that demand for electric models turned out to be much lower than forecast. Despite high-profile announcements and the launch of the Spectre, interest in electric cars quickly waned. In 2025, Spectre sales nearly halved, and customers are increasingly choosing classic V12s. According to CEO Chris Brownridge, it is customer preferences that drive the company’s strategy: if there is no demand for electric vehicles, there is no reason to abandon traditional engines.
A shift in strategy
The decision by Rolls-Royce was not an isolated case. Previously, Bentley and Aston Martin took similar steps after facing low demand for the electric versions of their models. In the luxury car segment, customers value not only comfort but also the distinctive sound and power of gasoline engines. Despite promises of quietness and environmental benefits, electric technology has not convinced the brand’s core audience. As Autobild notes, most Rolls-Royce owners are not ready to trade their established driving habits for new standards.
Changes in European legislation played an important role as well. The postponement of the ban on gasoline and diesel engines allowed manufacturers to adjust their plans without risking the loyalty of their customers. Now, Rolls-Royce can continue producing V12 engines without concerns about sanctions or restrictions in the coming years. According to RUSSPAIN.COM, this decision will strengthen the brand’s position among traditional buyers and help maintain the brand’s uniqueness amid the sweeping electrification of the market.
Market reaction
The decline in interest towards electric vehicles in the premium segment is also reflected by other market events. It recently became known that the Spanish government’s electric car support program is facing delays, and dealers have to compensate customers themselves while they wait for refunds. You can read more about how these changes are impacting the market in our article on delays in Plan Auto Plus payments. All this indicates that the mass shift to electric vehicles in Europe is proceeding more slowly than expected, especially among affluent buyers.
At the same time, manufacturers note that while there are clients interested in electric vehicles, their share remains small. Most prefer time-tested gasoline engines, which are associated with the brand’s history and prestige. Rolls-Royce focuses on flexibility: the company is ready to produce the models the market demands without forcing clients into a single option.
The future of the V12
Keeping the V12 in the Rolls-Royce lineup has become a symbol of loyalty to tradition. Despite progress in electric technology, the brand is in no hurry to abandon its roots. According to Chris Brownridge, the V12 is part of the company’s history, and as long as clients choose these engines, they will remain in production. This approach helps Rolls-Royce maintain its uniqueness and stand out from competitors who have already committed to full electrification.
In the coming years, both gasoline and electric Rolls-Royce models will share the market. The company does not rule out that demand for electric cars will grow over time, but for now, the core audience remains loyal to classic models. This decision could serve as an example for other manufacturers who are also reconsidering their plans in light of changing customer preferences and new regulations.
Rolls-Royce is a British luxury car manufacturer founded in the early 20th century. The company is renowned for its powerful and reliable engines, as well as its attention to detail and personalized approach to each client. Models with V12 engines are a signature of the brand and are especially sought after by collectors and classic car enthusiasts. In recent years, Rolls-Royce has actively experimented with electric technologies, but is now returning to its roots, focusing on traditional values and customer expectations.
