The EV Pushback
Just a few years ago, almost every automaker set a deadline to make their respective lineups EV-only. That’s mainly thanks to the EU’s supposed ban on fuel-fed vehicles by 2035, although that rule is not entirely set in stone. It’s an ambitious target, but right now it doesn’t seem all that realistic, and consumers aren’t migrating en masse to pure battery power.
More recently, automakers have either been delaying the move to go pure electric or cancelling plans altogether. The most recent is Rolls-Royce, scrapping its EV-only-by-2030 target, according to British news outlet The Times. Not only that, but the company has also committed to continue building V12s for as long as it can.
Rolls-Royce
The Wealthy Aren’t Buying Enough Posh EVs
Perhaps it’s the brand’s demographics, but customers simply aren’t forming orderly queues for the Spectre. The ultra-luxury coupe was introduced in 2023 for the 2024 model year, and initial sales were, indeed, strong. But as demand for EVs has cooled down, so have orders for Rolls-Royce’s lone electric offering.
Instead, it’s the V12-powered Cullinan that’s been keeping the brand very busy. It remains the British marque’s top-selling model by quite some margin, and it’s showing no signs of slowing down. That said, the Spectre is Rolls-Royce’s second best-selling model, but its sales actually plummeted by a whopping 47% in 2025. It barely edged out the Ghost, which also has a mighty 12-cylinder under its bonnet.
Rolls-Royce
Not Just Rolls-Royce
Rolls isn’t the only ultra-prestige automaker that’s adjusting its EV strategy. For instance, Lamborghini has axed further development of its EV crossover, while Aston Martin is delaying the rollout of its electric vehicles. While Bentley is still pushing ahead with its battery-powered crossover, it has also shelved several EV projects.
“For every client that loves an electric vehicle, there is one who does not,” said Rolls-Royce CEO, Chris Brownridge. Meanwhile, Lamborghini CEO Stephan Winkelmann mentioned that demand for an EV from Sant’Agata Bolognese is “close to zero,” and went as far as saying that “it’s the wrong time for a full EV.“
The V12 Lives, But for How Long?
So, 12-cylinders remain in Rolls-Royce’s future. While it sounds like good news, there’s a bigger challenge ahead of it. The EU isn’t backing down from tightening its emissions regulations, and V12s aren’t exactly the cleanest engines around. It’s these same regs that have forced many to opt for downsized turbo engines or plug-in hybrid power as a way to work around them.
Still, Rolls-Royce’s parent, BMW, says it will continuously update the 6.6-liter engine to keep it compliant. But unless an exception is made for low-volume and specialty manufacturers, we fear that these massive engines are living on borrowed time.
Rolls-Royce
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