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

News

2 mins read

27 June 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 Rolls-Royce Phantom, Rolls-Royce Ghost, Rolls-Royce Wraith and Rolls-Royce 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: “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.”

Read more

Rolls-Royce Cullinan SUV revealed

Rolls-Royce Wraith review

Rolls-Royce Phantom review

James Attwood

Title: Associate editor

James is Autocar’s associate editor, and has more than 20 years of experience of working in automotive and motorsport journalism. He has been in his current role since September 2024, and helps lead Autocar's features and new sections, while regularly interviewing some of the biggest names in the industry. Oh, and he once helped make Volkswagen currywurst. Really.

Before first joining Autocar in 2017, James spent more than a decade in motorsport journalist, working on Autosport, autosport.com, F1 Racing and Motorsport News, covering everything from club rallying to top-level international events. He also spent 18 months running Move Electric, Haymarket's e-mobility title, where he developed knowledge of the e-bike and e-scooter markets.