Maker of iconic luxury vehicles, Rolls-Royce has developed an electric car which it will show off at the Geneva Motor Show in March.
The car, dubbed the 102EX - with the EX standing of experimental - won't be built in numbers but will go on tour around Europe, the Middle East, Asia and North America to stir up debate.
The one-time standard bearer of the British car industry now owned by the Germans says it wants to see how the car performs in the real world and in extreme weather conditions.
Chief executive Torsten Muller-Otvos said: "We have engineered the world's first battery electric vehicle for the ultra-luxury segment.
"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."
"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."
The firm has set up a site to promote the debate, consisting largely of twits.