Geneva: Rolls-Royce, a luxury car maker, is going to unveil at the Geneva Motor Show a purely one-off electric version of the Phantom to gauge customer reaction.

"We have engineered the world's first battery electric vehicle for the ultra-luxury segment," Rolls Royce CEO Torsten Muller-Otvos said.

Details about the model, named the 102EX, are being withheld until the debut at the Geneva Motor Show.

After the show the car will be taken on a tour of North America, Europe, the Middle East and Asia to test reaction on the main markets and the car's ability to deliver an acceptable range between re-charges and in extreme weather conditions.

"I must be convinced that any alternative drive-train we choose for the future delivers an authentic Rolls-Royce experience," Muller-Otvos said.

He said, "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."