Rolls-Royce boss rules out baby Cullinan despite success of first SUV

by James Attwood, Autocar UK 27 Jun 2018


Rolls-Royce boss Torsten Müller-Ötvös has said the firm’s model line-up is now complete following the launch of the Cullinan SUV.

The British firm’s first off-roader is its fifth model, alongside the Phantom, Ghost, Wraith and Dawn. But while other manufacturers are expanding their range of SUVs, Müller-Ötvös said there was no demand among the brand’s ‘ultra-luxury’ buyers.

Asked whether Rolls would consider swelling its line-up with an SUV smaller than the Cullinan, Müller-Ötvös told Autocar UK: “No, definitely not. You need to go with the flow, so for that reason, I’d never say never, never, never – but we don’t currently have any plans to expand our model line-up any further.

“Our strategy is definitely to maintain our high-end price position and not move the brand just for volume sake into lower-price segments.”

Müller-Ötvös said early sales of the Cullinan have exceeded expectations.

The British firm showed the ultra-luxury off-roader to customers ahead of its official launch recently and he called customer reaction “brilliant”.

The Cullinan is set to face opposition in the ultra-luxury SUV segment from Aston Martin’s revived Lagonda brand. It will relaunch in 2021 with an SUV previewed in a concept sketch. Asked about that model, Müller-Ötvös said: “It’s just a sketch. I can’t say anything more. Cullinan is real.”