Rolls-Royce Thinks Hybrids Are Gauche, Will Electrify with Full EVs

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Rolls-Royce has been dropping some very broad hints about electrification since its 102EX EV concept back in 2011, but the arrival of the new Phantom VIII—and the aluminum-spaceframe Architecture of Luxury that underpins it—gives the luxury brand a chance to move on its ambitions.

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CEO Torsten Müller-Ötvös has confirmed that the new platform has been designed with electrification in mind, and also that the range-topping Phantom sedan is likely to receive the option of pure electric power during its lifetime, although as the result of governmental pressure rather than customer demand.

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“We are more regulator driven than consumer driven,” Müller-Ötvös admitted at the Phantom press launch. “We might well see, in the next decade, some Asian markets closing down city centers to combustion engines completely. And then, of course, [electrification] is a must.”

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While admitting that the brand’s customers are not clamoring for luxury EVs yet—“I haven’t seen a single check arriving on my desk saying, ‘Build me one’ ”—Müller-Ötvös anticipates that the situation will have changed within 10 years. When electric Rollers come, they will be pure EVs and not hybrids. “We go full electric, we don’t do any interim steps, that is our strategy,” Müller-Ötvös said.

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• First Drive: 2018 Rolls-Royce Phantom VIII
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• Rolls-Royce Releases First Images of Project Cullinan SUV in Its Real Body
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• Rolls-Royce Phantom: News, Photos, Specs, Reviews, and More
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Rolls-Royce remains more conservative on autonomy. Müller-Ötvös said the company is not planning to offer a version of BMW’s enhanced cruise-control system and wants to wait until higher-level autonomy is both available and tested. “It all depends on the progress of the development side, when it is right and advanced enough that it is a really effortless experience for customers . . . not needing to keep your fingers on the steering wheel.” When most of your buyers have chauffeurs, there’s no need to rush into it.

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