In the past, the only thing green about Rolls-Royce was that it took a ton of it to be able to ride around in one. But now, for the brand that has been the symbol of wealth and extravagance well beyond many of its fellow car designers, the company is building a new identity around being environmentally green. The 102EX Phantom EV is an all-electric concept car that serves as Rolls-Royce‘s response to other luxury green vehicles designed by the likes of Lexus, BMW, Mercedes, and Porsche.

While the rest of the car industry is still working to grow its green market, moves by these luxury brands demonstrate that there may be some real staying power to this trend. Primarily a working model for Rolls-Royce designers, not too many performance specifics are being passed around; instead the ultra-luxury car-maker is looking more to drive the discussion and gauge the interest of its very select market.