Rolls-Royce Motor Cars is planning to develop an SUV, confirming hints made by chief executive Torsten Mueller-Oetvoes earlier this year. The carmaker announced the plans through letters delivered by white-gloved chauffeurs in Phantoms in New York City. While the new vehicle is an SUV, Rolls-Royce won’t call it so and dubs it an “Everywhere Vehicle.”
It even has its own hashtag: #EffortlessEverywhere. With the announcement, Rolls-Royce would join a throng of luxury carmakers already offer SUVs like Porsche (Cayenne), Mercedes-Benz (G-Wagon), Land Rover (Range Rover), and Bentley (Bentayga).
This means that Ferrari remains the only major luxury carmaker without an SUV in its current or future lineup. While Rolls-Royce has yet to announce when it would launch the “Everywhere Vehicle,” it said it had decided to build a luxury off-roader after consulting its clients.
Main rival Bentley has announced that it had already received around 4,000 advanced orders for the Bentayga SUV that it will roll out next year.
Rolls-Royce has been known to build luxurious limousines, like the Phantom model that was launch in 2003. But it has been, albeit slowly, expanding its model range to include other vehicle types like the smaller Ghost II (late 2014), and the Wraith Coupe (2013).
In 2015, Rolls-Royce announced plans to launch Cullinan, knowing that its customers around the world had been asking the carmaker to build "The Rolls-Royce of SUVs" as characterized by a level of performance, luxury and usability not yet seen in the SUV market. A good number of these customers were younger, successful high-net-worth individuals engaged in the experience economy. These customers are seeking a Rolls-Royce that offers ultimate luxury while taking them to different types of destinations.
Since automotive mobility has been a fast moving and dynamic business, with new concepts like SUVs appearing with regularly. However, these new concepts have to be perfected for them to be adopted by customers who know no compromise. The Rolls-Royce Cullinan is an example of this concept.
Muller-Otvos remarked that history sets the precedent, and the new Rolls-Royce Cullinan is the answer to the call of visionaries, adventurers and explorers. He called the Cullinan as a Rolls-Royce never seen before. He added that the Cullinan exemplifies the call for perfection made by Sir Henry Royce. He takes the best that exists and makes it better, and when the best doesn’t exist, he designs it.
Muller-Otvos remarked that Rolls-Royce strived to offer customers an SUV that doesn’t exist in the market. He noted that these customers do not accept limitations or compromises, and are daring enough to live their experiences and their sense of adventure. He noted that this approach to life demands for a vehicle that can go-anywhere, but in ultimate luxury and style. The new Rolls-Royce Cullinan is the vehicle that these customers demand.