When Rolls-Royce announced three years ago that it would launch Cullinan, it did so in the knowledge that its customers around the world had asked it to build “The Rolls-Royce of SUVs”, with luxury, performance, and usability not seen before in the SUV market. Many of these customers were younger, very successful high-net-worth individuals who are heavily engaged in the experience economy, and wanted a Rolls-Royce that would take them to the ends of the Earth in ultimate luxury. Automotive mobility has always been a fast-moving and dynamic business, with new concepts – such as SUVs – appearing with great regularity. But those new concepts need to be perfected in order to be adopted by those customers who will accept no compromise – the patrons of true luxury. Hence the Rolls-Royce Cullinan. Cullinan at a glance The most anticipated car […]
The extraordinary hand-craftsmanship applied to the new Rolls-Royce Cullinan will be the subject of an exhibition of images captured by the distinguished portrait photographer, Cat Garcia, in collaboration with Leica Camera. Showcased during London Craft Week, the images will take viewers inside the Home of Rolls-Royce in Goodwood, West Sussex, revealing the meticulous artistry lavished on the most anticipated car in the world: the new Cullinan SUV. The images, captured exclusively on the camera brand’s flagship Leica SL, will show the men and women who can proudly claim that their hands built this remarkable high-bodied car.
Three years after the beginning of a grueling testing program that has seen it conquer every corner of the globe from freezing snowfields to searing deserts, the Rolls-Royce Cullinan will undertake The Final Challenge to prove itself “Effortless Everywhere” in the public eye. In an unprecedented partnership, Rolls-Royce and National Geographic will work together to publish daily film and photograph updates as Cullinan undertakes trials in Northern Europe, the Middle East, and the United States for a final time ahead of its world debut later this year. The Rolls-Royce Cullinan will embody all the values and capabilities that drove Rolls-Royce’s two founding fathers, the Honorable Charles Rolls and Sir Henry Royce, to secure the marque’s reputation early last century, as they took top honours in rigorous public adventures such as the Scottish Reliability Trials, the London to Edinburgh event and […]
Three years ago in the pages of The Financial Times, Rolls-Royce announced to the world that it would create an all-new, high-bodied car that would redefine luxury travel by making it Effortless, Everywhere. In other words, a Roll-Royce SUV. Today, Rolls-Royce has confirmed that its new motor car will be called Cullinan. The name Cullinan has been hiding in plain sight since we revealed it as the project name some years ago. It is the most fitting name for our extraordinary new product. Cullinan is a motor car of such clarity of purpose, such flawless quality and preciousness, and such presence that it recalibrates the scale and possibility of true luxury. Just like the Cullinan Diamond, the largest flawless diamond ever found, it emerges when it is perfect and exists above all others. — Torsten Müller-Ötvös, Chief Executive Officer of Rolls-Royce
In an open letter published in the Financial Times on 18 February 2015, Rolls-Royce undertook to regularly inform its stakeholders about the progress of Project Cullinan. Continuing this dialogue, which has seen twice-yearly updates, Rolls-Royce today publishes photographs depicting the latest key milestone in the development programme of this new ‘all-terrain, high-sided vehicle’. This first full development vehicle will begin testing in public from tomorrow. The world’s leading luxury goods brand has regularly informed its patrons about this painstaking development programme. Advocates of the marque have been shown the first engineering mule built for the development of the new all-wheel drive suspension system, as well as those created to test the all-new aluminium architecture that will underpin all Rolls-Royces from 2018 onwards. This latest development vehicle will travel to numerous locations around the world in a challenging testing programme to […]