Rolls-Royce rules out smaller Cullinan

    CEO Torsten Müller-Ötvös says that Rolls-Royce is not interested in expanding its range to other SUVs, at the moment, so as to maintain the brand's high market position.

    Published On Jul 02, 2018 09:00:00 AM

    9,450 Views

    Rolls-Royce rules out smaller Cullinan

    The British luxury carmaker closed its line-up with the Cullinan SUV, its first off-roader (and its fifth model) alongside the Phantom, Ghost, Wraith and Dawn. Rolls-Royce boss Torsten Müller-Ötvös said that the firm’s current line-up would be complete after the Cullinan SUV launch. While other vehicle manufacturers are expanding their range of SUVs, Müller-Ötvös said that there was no demand for the same among the brand’s ‘ultra-luxury’ buyers.

    Our sister publication, Autocar UK, asked Müller-Ötvös if Rolls would ever consider swelling its line-up with an SUV smaller than the Cullinan; to which the CEO responded, saying, “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,” he went on to say.

    Müller-Ötvös said early sales of the Cullinan have exceeded expectations. The automaker took the wrappings off the ultra-luxury off-roader for customers ahead of its official launch recently. The Rolls boss called the customer reaction “brilliant”.

    The Cullinan is set to face-off against opposition in the ultra-luxury SUV segment – primarily from Aston Martin’s revived Lagonda brand. Lagonda's expected SUV was previewed in a concept sketch. When asked about his thoughts on this sketch, Müller-Ötvös said, “It’s just a sketch. I can’t say anything more. Cullinan is real.”

     

    Copyright (c) Autocar UK. All rights reserved.

    Comments

    ×
    img

    No comments yet. Be the first to comment.

    Ask Autocar Anything about Car and Bike Buying and Maintenance Advices
    Need an expert opinion on your car and bike related queries?
    Ask Now

    Search By Car Price

    Poll of the month

    Would you buy a festive season special edition car?

    Yes, they offer greater value

     

    24.82%

    Yes, it helps me stand out

     

    6.70%

    No, the car is essentially the same

     

    68.47%

    Total Votes : 701
    Sign up for our newsletter

    Get all the latest updates from the automobile universe