Rolls-Royce very last 12 months trademarked the identify Silent Shadow with the German patent place of work, and that moniker is possible to be applied to the British luxury carmaker’s future battery electric powered car or truck. In an job interview with Bloomberg Television, Rolls CEO Torsten Müller-Ötvös verified that the enterprise is doing work on a intent-developed EV. Even though he would not reveal the scheduled start day, Rolls-Royce has beforehand explained an EV product would arrive before the conclude of the 10 years.

The Silent Shadow identify echoes the Silver Shadow of 1965-1980. Whilst Rolls-Royce has beforehand dominated out executing a plug-in hybrid, the German-owned British automaker has been inching towards whole-electric powered automobiles for some time. At the 2011 Geneva car demonstrate, it introduced an electric powered edition of the very last-era Phantom named 102EX. Much more lately in 2016, it unveiled the stunningly futuristic 103EX concept, which was absolutely electric powered.

“Electrification matches completely with Rolls Royce — it really is torquey, it really is tremendous-silent,” Müller-Ötvös explained. It is really true that, at Rolls-Royce, the seem of the car’s engine has under no circumstances been a marketing characteristic. As a substitute, the brand has very long promised in the vicinity of-silent motoring.

Certainly, a 1958 ad for Rolls-Royce by marketing legend David Olgivy, makes a claim to the car’s quietness. And that ad has turn out to be what lots of look at to be the most renowned car ad of all time: “At 60 miles an hour the loudest sound in this new Rolls-Royce comes from the electric powered clock.” Possibly they’re going to want to revisit that claim when the Silent Shadow makes its debut.