Rolls-Royce CEO promises more electric models, despite slowing EV sales
In a recent interview published by Bloomberg on January 2, Rolls-Royce CEO Chris Brownridge stated that, despite waning sales of the Spectre, its first all-electric vehicle, the company will continue to pursue vehicles that its customers want to buy, including electric vehicles.
The chief executive also emphasized that, at the same time, the brand will make significant investments in its customer experience, specifically catering to those who make use of its extensive customization options, as well as investing in its global network of private offices for one-on-one client meetings and consultations.
“We will launch more electric-powered Rolls-Royces, but they’re Rolls-Royces first,” Brownridge told Bloomberg in an interview. “We see very strong demand for V12 — where the client demand continues for that engine, we will continue to produce Rolls-Royces as well.”
Rolls-Royce
In late 2023, the legendary British ultra-luxury brand Rolls-Royce launched the Spectre, following a 2021 commitment to discontinue producing cars powered by internal combustion engine (ICE) powertrains after 2030.
However, Rolls is selling the Spectre in an environment where European automakers, notably Sweden’s Volvo and Germany’s Mercedes-Benz, have recently scaled back their electric vehicle intentions as demand and adoption in key markets have declined. At the same time, world governments have responded to this trend. Last month, the European Union amended the language surrounding a controversial 2035 ban on the sale of new ICE cars, while the Trump administration in the U.S. has tackled emissions regulations, giving an edge to EVs.
The two-door coupe initially received a positive sales reception in 2024, its first full year on sale. However, data from the BMW Group’s earnings seen by Bloomberg shows that Spectre deliveries have slumped by 45% year-over-year within the first three quarters of 2025, while deliveries of all Rolls-Royce vehicles increased by 3.3%. In addition, sales of the Spectre made up less than a fifth of Rolls-Royce’s total sales in 2025, a major drop from a third during the previous year.
“If you look at a concept such as this, it has a very high demand initially, and then it stabilizes – and remains stable for its life cycle,” Brownridge said. “It’s what we saw with Wraith and with Dawn in the past.”
Rolls-Royce
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Rolls-Royce’s CEO says it is focusing on bespoke customization
But despite its challenges with its EV, Rolls-Royce says that it is focusing on enhancing its customization options, a major driver of revenue for Rolls and other ultra-luxury brands like it.
According to Bloomberg, the demand for brighter colors, flashier interiors with special wood, and starlight headliners has made it the top luxury car manufacturer based on the average selling price, excluding low-volume sports car brands. The average selling price of its cars has increased to over £500,000 ($673,575) from £300,000 a decade ago, with more than 20 cars delivered in 2024 costing over £1 million.
In addition, Rolls-Royce is also taking advantage of the demand for a bespoke customer experience. Its CEO, Brownridge, told Bloomberg that some customers take months to design their perfect car, and that it is “looking at putting more resources into our private offices;” dedicated spaces around the world where deep-pocketed customers configure their where they can commission unique Phantoms, Ghosts, and Cullinans with personalized paint colors, special materials, and other “wishes” with direct consultation from Rolls-Royce specialists.
Final thoughts
The Rolls-Royce CEO’s messaging to Bloomberg echoes a previous interview that its newly appointed president of Rolls-Royce North America, Jon Colbeth,gave to ABC in July, where he emphasized the brand’s positioning with its Bespoke program. Currently, the brand is expanding its plant in Goodwood, England, to aid the program in easing bottlenecks in the current production process.
“If somebody is going to buy a new Rolls-Royce, they want to make sure it’s their Rolls-Royce. The only way to do that is to personalize it,” he said. “We don’t want to be the car for everybody,” Colbeth told ABC. “It’s not what we’re about. We’re investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is on adding bespoke capacity and allowing each commission to be more special for clients.”
However, while personalization and luxury goods often go hand-in-hand, Rolls-Royce is not alone in generating major revenue from similar programs. In fact, Ferrari sold just 13,752 vehicles but grossed around €1.3 billion ($1.35 billion) from personalization in 2024, a fifth of its overall revenue. While taste may be interpreted differently, the discourse and debate on what looks good to the ultra-wealthy translates to dollars in the end.
