Rolls-Royce successfully extends the brand with the Cullinan SUV

There’s been a massive push away from cars and sedans in recent years towards pushing out more SUVs. It’s been a logical development, though we can debate if some brands have taken this way too far (like Ford . . .).

But with some brands, moving into the the SUV category made a remendous amount of sense. Take Rolls-Royce, the ultimate luxury car brand. Like other luxury brands, moving into the SUV market was a no-brainer . . . that’s an option consumers want.

Of course, if Rolls-Royce decided on this path, they had to do it the right way.

With the Cullinan, we can safely say that Rolls hit the mark nicely.This is an excellent example of how traditional luxury car brands can expand into new market segments while maintaining their prestige and brand ethos.

Rolls-Royce developed the Cullinan to cater to affluent customers looking for a combination of luxury, comfort, and utility that was not traditionally offered by the brand. The move into the SUV segment allowed Rolls-Royce to capitalize on the increasing popularity of SUVs globally, including in major markets like the U.S., China, and the Middle East.

As expected, the Cullinan maintains the brand’s heritage. The Cullinan features all of the high-end materials, meticulous attention to detail, and bespoke customization options that Rolls-Royce is known for. Meanwhile, the dsign is bold and fresh but you know right away it’s a Rolls.

The designers also emphasized performance and utility. The Cullinan is equipped with a 6.75-liter twin-turbo V12 engine, providing both power and smoothness. It also features advanced off-road capabilities, which is a new territory for Rolls-Royce vehicles. The inclusion of all-wheel drive and an off-road mode allows owners to enjoy both the luxury of a Rolls-Royce and the versatility of an SUV. You can see how this would appeal to many Rolls-Royce buyers.

The Cullianan has been a big hit for Rolls-Royce. Most of us will never be in the market for such a vehicle, but it’s always impressive to see a brand successfully extend into new areas.