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Rolls-Royce might 'enter into fuel cells'

Rolls-Royce released its first series-produced EV, the Spectre, in 2022, and the brand plans to launch additional battery-powered models in the coming years. It's not closing the door to other powertrains, however, and it's notably open to experimenting with hydrogen fuel cells. "Why not? I would say so when the time is right for us, and when the technology is so much advanced, that it is definitely something we would pursue as Rolls-Royce. Why not? We might exit batteries, and we might enter into fuel cells," company boss Torsten Muller-Otvos told British magazine Autocar. He stopped short of revealing whether engineers are currently testing hydrogen fuel cell-powered prototypes. It's too early to tell whether Rolls-Royce would develop a hydrogen fuel cell on its own or whether it would source some of the drivetrain's parts from parent company BMW, which has dabbled in this technology for decades. BMW notably began building an X5-based, hydrogen-powered prototype called iX5 in 2023, and it plans to ultimately funnel the feedback it gathers by testing the model into a production car. Muller-Otvos has already ruled out building a car powered by a hydrogen-burning engine, however. "I think a hydrogen combustion engine is nothing I would in any way look into, because that was tested already years ago. This is not the most efficient way to use hydrogen. If hydrogen will be used in the future, then it's fuel cells. And fuel cells are nothing different from a battery. It is just how you get the energy," he told Autocar, referring to the hydrogen-burning 7 Series prototype tested by BMW in the 2000s. Rolls-Royce, like nearly every brand looking at hydrogen technology, warns that the infrastructure needs to improve before the fuel cell can merge into the mainstream. "You can't obviously have hydrogen charging at home, whereas [with EVs] you have one big advantage, and all of our clients have big garages. There is lots of space at home and there is lots of space in office buildings to install charging," the CEO said. As it stands, Rolls-Royce wants to sell only electric cars by the end of 2030, and it hasn't announced plans to launch a series-produced hydrogen-electric model. It's not unreasonable to assume that this outlook could change during the second half of the 2020s, however.

Car companies used to cook up sales with recipe books

The evolution of automotive marketing has undergone a number of strange phases. Few, though, match the strangeness of the 1930s to 1950s, when automotive marketers turned to cookbooks as a means of promoting their vehicles. Yes, cookbooks. We can't make this stuff up, folks.
This bizarre trend led to General Motors distributing cookbooks under the guise of its then-subsidiary Frigidaire. Ford, meanwhile, offered a compilation of recipes from Ford Credit Employees (shown above). The cookbook-craze wasn't limited to domestic manufacturers, though. As The Detroit News discovered, both Rolls-Royce and Volkswagen got in on the trend, although not until the 1970s.
The News has the full story on this strange bit of marketing. Head over and take a look.

Rolls-Royce is officially in the SUV business

This might be the most brand-appropriate announcement ever for a previously unthinkinable vehicle, complete with a press release titled like a royal edict. After saying a month ago that it would decide on building an mixed-terrain hauler by the end of the year, Rolls-Royce issued a press release entitled, "An Open Letter from the Chairman and Chief Executive of Rolls-Royce Motor Cars on the Subject of a New Rolls-Royce." Let's hold on a second while the sound of trumpets dies down. Nowhere among its 453 words will you find the acronym "SUV," nor the words "sport" or "utility." You will find talk of "an all-new Rolls-Royce," "a high-bodied car, with an all-new aluminum architecture," "a vehicle that can cross any terrain," and references to Lawrence of Arabia traversing mountain ranges and "the vastness of unexplored deserts" and the founders' "rigorous overland adventures," complete with sepia photos. And then there's this: "History sets our precedent and our future calls us to action." Let's hold on a second while the applause dies down. We don't know when we'll see it - Rolls-Royce says it plans to take its time getting it right, to create a vehicle that is "Effortless ... Everywhere." We would believe any date we read about, though; not even two years ago we were told a Rolls-Royce SUV hadn't even been discussed since such a vehicle couldn't fit into the brand ethos, not even a year ago the company's head designer had narrowed it down to "a shooting brake, not a crossover with a sloping roof. A proper SUV," with the Ghost platform for support and a speculated release date of 2017. If they brought a near-production-ready sample to the Frankfurt Motor Show this year, we wouldn't be surprised. We sincerely hope that, like the image, it comes with a man to shovel any obstacles out of the way. Gather round the dais and enjoy the press release below. It's a whole new world. Related Video: AN OPEN LETTER FROM THE CHAIRMAN AND THE CHIEF EXECUTIVE OF ROLLS-ROYCE MOTOR CARS ON THE SUBJECT OF A NEW ROLLS-ROYCE 18.02.2015 -- The launch of Phantom in 2003 marked the beginning of the renaissance of Rolls-Royce Motor Cars. Since then, we have set a new benchmark for what a super-luxury car should be – unique, hand-crafted, beautiful and rare. Often imitated, Phantom has never been equalled and continues to be hailed as 'The Best Car in the World' by our customers and media alike.