Rolls-Royce rules out a second SUV
Despite the success of the first and only crossover in the lineup, Rolls-Royce CEO, Torsten Müller-Ötvös says that we shouldn’t expect any new model lines from Rolls-Royce. The executive told Autocar in an interview published Wednesday that the Rolls-Royce lineup is now complete following the Cullinan SUV’s launch in May.
According to Müller-Ötvös, now the model line of the company has a completed form: the last missing model was just Cullinan, alongside the Dawn, Ghost, Phantom, and Wraith. When pressed on the idea of a smaller SUV to capitalize on the booming market, Müller-Ötvös essentially ruled it out.
“A crossover that will be smaller than Cullinan?” No, definitely not. Of course, you need to remember that you can never say never, but at the moment we do not plan to expand our model line. Our strategy, of course, is to maintain a high price position and not move the brand to lower price segments just for the sake of increasing volumes”, he said
Also, Müller-Ötvös said without going into details and exact figures, that the first sales of Cullinan “exceeded all expectations,” and the reaction to the car from customers was “brilliant.”
Another company that will soon have to build its first luxury crossover is Aston Martin with its revived Lagonda brand. This SUV should appear on the market in 2021 and it, naturally, becomes the competitor Cullinan. When the journalists asked the executive of Rolls-Royce, he rather famously called out Aston Martin and its Lagonda brand during the 2018 Geneva motor show to say the rival marque has “zero clue” on how to attract the consumers his brand courts. He was responding directly to Aston Martin design chief Marek Reichman, who drew parallels between Rolls-Royce and “ancient Greece.” Reichman also called the brand an “imperfect package for luxury.”