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Rolls-Royce is the one brand where going electric actually makes perfect sense — luxury buyers don’t care about engine noise, steering feel, or weight — and yet the early sales numbers tell a story that should make every EV-bullish executive uncomfortable.
Even when the cost of EV technology is essentially invisible to your customer base, something else is clearly pushing them away, and the 2025 data hints at what that might be.
If ultra-wealthy buyers who can literally afford not to care are still hesitating on EVs, it raises a brutal question for every other luxury brand betting its future on electrification.
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I am usually very “BOOOOO” when I hear that an automaker’s next vehicle is going all-electric, especially if it was once a gas-powered model. I know, it’s very “old man yell at cloud” of me, but I can’t help it. It just feels a bit forced at this point, especially since nobody is really asking for it. However, there is one brand where I found myself saying, “Oh, that actually makes sense. That’s fine.”
Rolls-Royce.
New images of Rolls-Royce’s electric SUV have been spreading online, with styling influenced by the new $9.5 million Project Nightingale electric convertible, which is 19 feet long. This new electric SUV from Rolls-Royce appears to have an exaggerated boat tail design and a two-piece hood design last seen decades ago.
This electric SUV will be on the same Architecture of Luxury platform that Rolls-Royce uses on its current models, likely using the same battery and motors as the Spectre, the luxury automaker’s first-ever EV. This means we can expect a 102kWh battery and a dual-motor powertrain that delivers 650 horsepower.
But as I previously discussed when Project Nightingale was revealed, nobody is really all that concerned with Rolls-Royce’s powertrain or performance. When that car was announced, Rolls-Royce didn’t even mention its performance specs at all. It didn’t need to, all 100 of the Couchbuild vehicles were likely sold before we knew about it.
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Because here’s the thing: Rolls-Royce is all about luxury, comfort, exclusivity, showing off… It’s not about going super fast or anything. Nobody raves on Reddit about the Rolls-Royce’s engine noise or how the steering feels or how connected to the car you feel when you’re driving.
For that reason, I feel it’s perfectly fine that the Rolls-Royce is making an electric SUV. If there is one brand that should do it, it’s Rolls-Royce. It’s not like it matters if their cars sacrifice sound or performance, or if they are heavier. That has never been important for Rolls-Royce collectors.
But do Rolls-Royce customers want an EV?
One of my main issues with the EV market is how expensive it is, at least in the United States. It’s not like we have any of those cool $18,000 Chinese EVs. Most EVs in the U.S. are considered “luxury,” reaching well over $50,000 in most cases.
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And Americans can’t afford that. Well, middle class Americans.
I have continuously brought up this study that showed that Americans actually want small, cheap EVs, but automakers misinterpreted low sales in this category to mean oversized, expensive EVs are in. They’re not. Luxury automakers have been struggling to sell their EVs because most everyday Americans don’t see the point of spending so much extra money on a pretty dull SUV that’s meant to get your kids to school.
However, Rolls-Royce is beyond luxury. This brand’s customerbase would probably not even notice the increased cost for the EV technology. Despite this, its EV sales suffered in 2025. But does this mean its customers don’t want EVs?
Rolls-Royce’s sales fell 0.8% in 2025, moving 5,664 units. This was largely due to sells of the Spectre, its EV offering. The Culligan, its V12-powered SUV, rose by 27.1%, making up nearly 60% of its total sales. Meanwhile, the Spectre saw a 47% sales drop, with its first-ever electric car selling just 1,002 units.
One Reddit user joked: “Anyone buying a RR, is not concerned about the environment and could not care less about cost of fuel.”
But what’s really happening?
A possible reason for the decline in interest could also be that Most Rolls-Royce buyers are collectors, and collectors are often looking for gas-powered vehicles that are reminiscent of Hollywood extravagance of yore. Plus, EVs often depreciate a lot faster, right? Well, in most cases, yes. But Rolls-Royce’s cars — both gas-powered and EV — are extremely rare, making them a special case. The 2023 Spectre can be found for as low as $315,000, about $100,000 off. The 2023 Ghost can be found for $240,000, about $100,000 off as well. So that’s not the issue.
My colleague brought up a good point: It should be noted that the Spectre came out in 2023, so it’s three years old at this point. Maybe the excitement is dwindling and the newer EVs will revitalize that. Or maybe these luxury buyers don’t want EVs. I think only time will tell right now — and Rolls-Royce is taking that gamble with its upcoming lineup.
Chief Executive Chris Brownridge said: “For every client who is unsure whether our Spectre is right for them, there will be one that says ‘I love it.’ We can respond to our client demand … we build what is ordered.”
For a while, Rolls-Royce planned to have an all-electric lineup by 2030. The brand has since backtracked (as most brands have at this point). Brownridge noted that “legislation has changed” and the country is no longer pushing EVs. He added: “We recognize some clients would rather have a V12 engine. The V12 is part of our history.”
But that doesn’t mean EVs are out. And I really don’t think they should be for Rolls-Royce. I think Rolls-Royce is one of the only luxury brands that should be able to pull off electric cars. A 50% decline still means there is a handful of buyers. It’s not zero. We will have to see if Rolls-Royce changes its mind after its next batch of electric vehicles.
To the rich people I say: “Why not? Just do it. If anything, it’ll make the car faster and smoother.” And isn’t smooth comfort what customers want? Luckily, there will be plenty of EVs to choose from soon. Well, for some of us out there. And by some, I mean a select few.
