Rolls-Royce stands to do enormously well out of the new Cullinan.
At times in this car’s gestation it has seemed Rolls-Royce might have dithered so long and it was missing a slice of the SUV customer boom — but not a bit of it. The Cullinan could easily boost Rolls volume by 50 per cent and fill the coffers quickly. We’ve seen enough smiling dealers’ faces (and heard enough stories of horse trading over bigger allocations) not to know the car’s already a roaring success.
Rolls-Royce Cullinan SUV revealed
But the success isn’t just Cullinan. It’s the highly flexible and configurable aluminium space frame underneath. Introduced a year ago with the new Phantom it’ll go progressively into every new Rolls from now on, maybe even some models haven’t thought of. With the facilities now at its disposal, the Goodwood company is now in a position to do whatever it wants that turns a profit. Which makes a mighty change.
For most of its post-war life, Rolls has been rather a hapless, underfunded follower, technologically speaking. Now it’s a leader.
Q&A: Torsten Müler-Otvös - Rolls-Royce CEO
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How long would RR last under your plans?
So much hate directed towards this car. I think it's awful but then again I'm not a multi-millionaire and it's those people's opinions that count.
I'd suggest the same people who frown at this monstrous eyesore are the same people who frowned when BMW took control of RR and are the same people who frown at other RR cars (they're all ugly IMO).
But the most important thing here is sales. If this thing sells, makes good profits, if it retains or better still creates jobs here in the UK then I hope the grotesque beast will prove us all wrong.
Just be thankful that here in the UK, even in the most exlusive parts of the country, any modern RR is a rare sight.
Iconic status
Rolls-Royce is without question one of the most famous brands in the world. It’s illustrious history and reputation for superlative engineering is one of the UK’s great achievements and something of which we should be proud. It is because of these lofty and enduring standards that the brand is held to such close scrutiny whenever it introduces major new products. The outpouring of disapproval for the Cullinan is, I believe, a reflection of the widespread disappointment with the styling of the vehicle.
To say sales is the most important thing somewhat misses the point. Under BMW’s stewardship the automotive brand seems to be profitable within the rarified niche in which it operates, and it is their reputation that has now been tarnished in many people’s opinion. I hope it creates jobs and sells well, but I nevertheless think they dropped the ball in signing off this design.
We are not at all the same
We are not at all the same people.
I think BMW has been a wonderful influence on RR.
Until this absolutely disgusting shocker of a pig turned up.
Whilst some very wealthy people are indeed tasteless, they are not all blind and stupid.
No critique here...?!
Having read all the current posts there aren’t many sensible constructive opinions, more just being controversial, I’ve seen a Video walkround of the Cullinan and it was painted in what RR call Magma Red and what a difference a color makes!,inside it’s pure RR and none the worse for it I say, the only caviate is that its not an SUV, it’s not going to be used as such by most,ok, yes, the well offs in the Emirates will maybe use them like that I think, it’s more a State Car really.....
Hi Peter. Constructive
The image.....
I think because the image used by Autocar has been sized to fit the space on the page it makes it look narrow the Car looks like it has the wrong size of Tyre fitted, the Video I saw gives a better idea of proportion, and with a person showing you round it gives a better idea of how big it is....
Great Tech, Challenging Style
Nothing is sacred in the automotive business any more, it's inevitable that top brands will want a piece of the SUV action whether we like it or not. This new RR is technologically advanced, ability to go anywhere and has the fit and finish you'd expect from an ultra-luxury product though can't claim to be an advance on the Range Rover in terms of style.