Source: BMW BLOG
The real signal here isn’t about luxury electrification—it’s that Rolls-Royce understood a decade ago what most automakers ignored: that the ultra-wealthy don’t need convincing on EVs if you reframe the value proposition from performance to refinement and exclusivity. This presages today’s luxury EV arms race, revealing that premium positioning, not mass-market pragmatism, would ultimately crack customer resistance to battery power.