Rolls-Royce cars have never been known for their fuel efficiency - after all, if you can afford to buy one, you're probably not that concerned about the price of gas.
But the company's clearly had some twinges of conscience about this, as it's today confirmed the development of a fully-electric Phantom.
The full specs aren't available yet, but there's a one-off prototype of the 102EX, which the company plans to debut at the Geneva Motor Show on March 1. For the rest of the year, it will tour, acting as a test bed to gather data relating to alternative drive-trains.
There's no word as to whe it will go into production. But if it ever does, it will be a must-have for the millionaire with a conscience.
"We have engineered the world's first battery electric vehicle for the ultra-luxury segment," says CEO Torsten Muller-Otvos.
"With this vehicle, we begin an exploration into alternative drive-trains, seeking clarity on which alternative technologies may be suitable to drive Rolls-Royce motor cars of the future."
But the company's by no means committed to creating a production version. With the Phantom currently retailing at up to $450,000, customers are going to have high standards.
"I must be convinced that any alternative drive-train we choose for the future delivers an authentic Rolls-Royce experience," says Muller-Otvos. "It must be a technology that is right for our customers, our brand and which sets us on a sound footing for a sustainable future."
He might think about changing the name. As well as the codename 102EX, it's been given a more explanatory title - the Phantom Experimental Electric. Not the best acronym, guys.