Cullinan Series II
A Legacy Furthered
The most extensive Series II development in Rolls-Royce history sees the marque’s SUV building on the model’s extraordinary success
Cullinan established a new legacy for Rolls-Royce Motor Cars, shaped in collaboration with a bold and uncompromising generation of super-luxury consumers. Cullinan Series II evolves and builds on this motor car’s place in the brand, proving once more that the future of this marque will be shaped in partnership with clients and characterised by exquisite contemporary crafts.
The original Cullinan, launched in 2018, was the world’s first super-luxury SUV, fulfilling a unique and exacting brief. From a performance and engineering standpoint, it had to have genuine off-road capabilities equal to the most demanding and hostile environments on Earth. At the same time, it had to deliver the marque’s peerless comfort and signature ‘magic carpet ride’, regardless of the terrain. It had to be nothing less than the definitive super-luxury SUV – rugged yet refined, unstoppable yet serene: effortless, everywhere. Its success exceeded Rolls-Royce’s most ambitious expectations around the world, and today Cullinan is the most requested Rolls-Royce in the marque’s portfolio.
Given the motor car’s extraordinary success, and incredibly positive reception from clients in every region of the world, shaping a new expression of the ‘Rolls- Royce of SUVs’ was undertaken with meticulous care. The marque’s designers, engineers and craftspeople drew on half a decade of detailed client feedback, the brand’s own intelligence gathering – including our Private Offices around the world – and a raft of new technologies to advance Cullinan. In its new guise, which represents the most extensive Series II development in Rolls-Royce history, it responds to changing codes of luxury and evolving usage patterns while remaining true to the essential qualities that underpin Cullinan’s unprecedented popularity.
Commanding the urban space
Since the first client deliveries, Cullinan fulfilled its purpose as a supremely accomplished off-road motor
car, capable of taking its owner into locations never previously explored in a Rolls-Royce. However, versatility and the effortless everywhere essence of the model also made Cullinan a ‘daily driver’ for many owners; indeed, numerous clients have told Rolls-Royce that no other SUV offers the same effortless performance as Cullinan’s 6.75-litre V12 engine, from what is often a substantial and diverse collection. These were all significant considerations in conceiving Cullinan Series II.
It was noted by the marque’s intelligence specialists that an increasing number of Rolls-Royce clients were concentrated in urban areas – from great world metropolises to fast-growth cities in emerging regions. To that end, Cullinan increasingly serves as a super- luxury product in which clients wish to be seen and project their character – albeit with the capacity to vanish into nature at will. Specialists also observed a shift towards owners driving their motor cars themselves.
When Cullinan was first launched, less than 70% were self-driven: today, almost every Cullinan is driven by its owner, with less than 10% of clients retaining the services of a chauffeur. Together with the rejuvenation of the brand and the ever-increasing Bespoke offering, Cullinan contributed to a fall in the average age of Rolls- Royce clients from 56 in 2010 to just 43 today.
The ultimate evolution
Cullinan built a new legacy for Rolls-Royce Motor Cars, shaped in collaboration with a bold and uncompromising generation of super-luxury consumers. Cullinan Series II evolves and builds on this motor car’s place in the brand, proving once more that the future of this marque will be shaped in partnership with its clients and characterised by exquisite contemporary crafts.
Chris Brownridge, Chief Executive Officer, Rolls-Royce Motor Cars said of the SUV’s ultimate evolution: “In 2018, Cullinan reframed super-luxury motoring, enabling Rolls-Royce clients to experience the brand’s hallmark magic carpet ride regardless of the terrain and in every corner of the world. In the six years since, Cullinan has attracted entirely new groups of clients to Rolls-Royce and profoundly altered perceptions of what a Rolls-Royce motor car is, and what it can mean to its owner.
“Cullinan Series II has been created to build on that success. By integrating new technologies, new materials, meticulously considered design updates and innovative opportunities for self-expression through Bespoke, we retain everything our clients love about this motor car, ensuring its continued allure.”