Rolls-Royce has no plans to create a new SUV smaller than the Cullinan

Article by Christian A., on July 6, 2018

Rolls-Royce is experiencing overwhelming sales success with its first sports utility vehicle, the Rolls-Royce Cullinan. In fact, the ultra-luxurious SUV is surpassing the carmaker’s sales expectations. At this point, some people are already expecting the brand to release a smaller version of the Cullinan. But to their dismay, Rolls-Royce has already shut down the possibility of creating a smaller SUV that would complement the Cullinan.

Rolls-Royce chief executive Torsten Muller-Otvos told AutoCar in an interview that the carmaker has already completed its model lineup when it launched the new Cullinan SUV. The ultra-luxurious utility is the fifth and latest model of the carmaker, joining the Phantom, Ghost, Wraith and Dawn in Rolls-Royce lineup. The remarkable success of the Cullinan is bringing smiles to the top management at Rolls-Royce. According to Muller-Otvos said early sales of the Cullinan have exceeded expectations, calling customer reaction to the luxury SUV as brilliant.

Nonetheless, the British carmaker isn't keen to add a new model, especially a smaller SUV, into its current lineup. Muller-Otvos remarked that Rolls-Royce is already pleased with its lineup, noting that there is no demand for a new SUV model among the brand’s ‘ultra-luxury’ buyers. He said that Rolls-Royce strategy is to maintain its high-end price position -- not moving the brand into lower-price segments just for the sake of getting higher sales.

However, Rolls-Royce’s top honcho noted that while there are no current plans to expand the brand’s lineup, it intends to go with the flow.

For now, the Rolls-Royce Cullinan is enjoying success in the ultra-luxury SUV stegment. But should Aston Martin’s newly resurrected Lagonda brand makes true of its promise to offer a new ultra-luxury SUV in 2021 as part of it relaunch, the Cullinan would have a new rival. In fact, Aston Martin has already previewed the SUV in a concept sketch. But as for Muller-Otvos, he isn't fazed, noting that the new Lagonda SUV is a sketch so far, while the Cullinan is real.

Considered as the Rolls-Royce of SUVs, the Cullinan is create to appeal to rich customers are looking for a potent, very luxurious, and practical SUV. It is targeted towards a younger generation of successful people positioned in the middle of the so-called experience economy. While the Cullinan is called as an SUV, Rolls-Royce actually describes it as an all-terrain high-bodied car.

Powering the Cullinan is a 6.75-liter biturbo V12 engine that delivers 563 hp (420 kW) of max output and 627 lb.-ft. (850 Nm) of peak torque at 1,600 rpm. With power distributed to all four wheels through the all-wheel drive system and all-wheel steering system, the Cullinan boasts of an electronically limited top speed of 155 mph (250 km/h).

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