Despite reporting on an Electric Roller previously in this blog, but CEO Now Torsten Muller-Otvos says the brand won't embark on any new technologies that involve "compromise."
And at present, given the time it takes to charge up an electric car and the requirement that it be plugged in, that's a compromise.
If Rolls were to embark on an electric car, at very least it would have inductive charging, meaning it would charge on its own via a plate underneath the car in a garage.
"A Rolls-Royce can't be a compromise," he says flatly here at a breakfast meeting with reporters at a seaside villa. Rolls tried an electric concept a couple of years ago, but it had limited range, which would have made it a show-stopper with customers.
Instead, Rolls is focusing on its new model, a convertible version of its sleek Wraith, due by 2016. Wraith has helped boost Rolls-Royce sales because is aimed more at the market for executives and the well-heeled to drive themselves, rather than using a chauffeur. It's the third car in the Rolls-Royce lineup, along with Ghost and Phantom.
While having just three models might challenge some automakers, Rolls says it's just fine by them. Its output is limited by a Goodwood, England, factory that can't be expanded and the brand's cachet rests on its exclusivity.