Rolls-Royce’s 2030 All-Electric Future Hinges on Customer Demand

Longevity in the automotive landscape is rare. Brands come and go, while those that do last, still have ebbs and flows in product quality and popularity.

One brand has been an exception to the rule, Rolls-Royce. Regardless of what one thinks of the brand’s products in the past, there’s no denying that for well over 100 years owning a Rolls-Royce has been an aspirational pinnacle in the automotive landscape. There’s no better way to flaunt one’s wealth and status than rolling in a Rolls.

Despite this year’s unprecedented global economic instability, Rolls-Royce continues to prosper. Globally, sales are up 3% year-over-year which is incredible for a brand playing in the upper echelon of luxury with the turmoil that is 2025. Part of the brand’s growth can be attributed to the Middle East where regions like Saudi Arabia continue to be strong, while new stores have opened in Iraq and Egypt.

Closer to home, North American sales are surprisingly strong, despite the never-ending tariff debacle. The continent is up 31%, with Canadian sales up a whopping 57% year-over-year.

This is why the brand has selected Canada as the location for the latest Rolls-Royce retail sales outlet. Operated by Grand Touring Automobiles, the new store is located in Oakville, Ontario, about 24 miles (39 km) west of Toronto.

With only four other dealerships in Canada, it may seem like a bit of over saturation to have a second store opening in the Greater Toronto Area. But this is the region with the strongest sales and growth in Canada, and those familiar with Canadian geography and population will know why Oakville was selected. Hint—there’s a lot of money around those parts.

It was during this grand opening that we had a chance to sit down with Julien Jenkins, Rolls-Royce Global Director of Sales & Brand, as well as Jon Colbeth, President & CEO of Rolls-Royce Motor Cars North America. We discussed many topics during our brief round table, including the future of the brand.

When asked if Rolls-Royce was still planning to be a fully electric automotive manufacturer by 2030, the answer we received was a bit different than before but wholly expected. The brand will have the capability to be 100% electric by 2030 and that’s still the current plan. The Spectre EV has been a relative success globally and shows the capability/execution of an all-electric Rolls-Royce.

But the decision whether to go fully-electric will ultimately be customer driven. The brand is fully aware of the downturn in global EV sales and will continue to monitor the situation regionally over the years to come. For example, if there’s still strong demand for a V12 engine in the future, even by a specific region, it may succeed past 2030.

Electric, hybrid, or gasoline, regardless of what the future holds for Rolls-Royce, the manufacturer knows it needs to continue to attract new customers if the brand wants to continue to thrive in the years to come.

New products such as Spectre EV, Cullinan SUV, and Black Label sub-brand are drawing in a younger buyer. Bespoke builds are becoming a more important component of the business as well. Rolls-Royce is dedicating more square footage and resources for bespoke works as customers continue to demand more individualization of their vehicles. Whether it be a multi-year coach-built one-off, or just a few unique color choices, personalization is in high demand. 

The brand also strives to make the connection between customers and those who physically build the cars. Rolls-Royce has a history of bringing customers to the brand’s facilities in Goodwood, UK, to see first-hand how the vehicles are crafted.

I’m clearly not in the Rolls-Royce target demographic, nor have the means to acquire one any time soon. Still, I understand the appeal of the brand and the ownership speciality of such an iconic marque. Like many of you, one day I'd love to be able to tour the facilities in Goodwood myself, even if it’s just as a fictitious fantasy owner, looking to gain the fully Rolls-Royce experience. 

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