The head of Rolls-Royce, Torsten Müller-Ötvös , said the company did not plan to expand its SUV range so far, and the luxury Cullinan will remain the first and the only crossover of the brand.
It is the fifth model of Rolls-Royce, along with the Phantom, Ghost, Wraith and Dawn. Demand for SUVs has been growing all over the world, and other car makers are eager to increase their lineups.
However, the ultra-luxury segment is not so popular, and when asked about the possible launch of a SUV smaller that the Cullinan, Mr. Muller answered:
No, definitely not. …. we don’t currently have any plans to expand our model line-up any further.
Our strategy, of course, is to maintain a high price position and not move the brand just for the sake of sales to lower price segments.
The boss of Rolls-Royce noted that the number of early orders for the Cullinan had already exceeded expectations. The British firm demonstrated the ultra-luxury SUV before its recent official launch, and the customer reaction was “brilliant.”
In the segment of ultra-luxury cars the Cullinan will have to compete with the revived Lagonda model from Aston Martin, which is expected in 2021 and is now available only as a concept sketch. While the Rolls-Royce Cullinan has already become a reality.