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).

If you liked the article, share on:



It has been three and a half years since BMW unveiled the sixth generation of the BMW 7 Series. Thus, it is really about to give the 7 Series a...
by - January 17, 2019
Nissan is commencing sales of the 2019 Nissan Altima on October 3, 2018 in the United States. As expected, the Japanese carmaker has already divulged the details and specs of...
by - November 26, 2018
Sports utility vehicles are still in heavy demand. Ford knows this very well as the American carmaker has seen sales of its SUVs surge dramatically by 28 percent in the...
by - November 26, 2018
BMW’s European customers who are looking forward to have a new range extender version of the 2019 BMW i3 (BMW i3 REx) will have to bear a bad news from...
by - November 26, 2018
Imagining the future of automotive luxury more than three decades from now seems to be a daunting task. It would be hard for a typical person imagine such future without...
by - November 21, 2018