In keeping with its brand strategy, Rolls-Royce would never give the go-ahead to participate in a conventional motorsport activity. Yet, it does have a history of landspeed record bids, and it looks like the automaker is about to write the newest chapter.

AutoExpress is reporting that Rolls Royce will make an attempt to break the 409-MPH landspeed record for piston-engined, wheel driven Cars next year. Rolls-Royce has held many landspeed records dating back to the ’30s and its vehicles were the fastest cars on the planet until the jet-engined streamliners took over the record books.

If the attempt does take place, looks for Rolls to face stiff competition from JCB, who earlier this year set the land speed record for diesels with its Dieselmax Bonneville racer and plans to return next year to shatter the record it set of 350 MPH. Look for an announcement in January at the North American International Auto Show in Detroit.