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.
“History set our precedent, and today Rolls-Royce answers its call to action,” comments Müller-Ötvös. “Our answer to the visionaries, adventurers, explorers and those who believe in the supremacy of liberty is the Rolls-Royce Cullinan.”
The Rolls-Royce Cullinan is Rolls-Royce as it’s never seen before. When Sir Henry Royce said, “Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it”, he could have had Cullinan in mind.
“We knew we had to offer our clients what they couldn’t find in the SUV market,” continues Müller-Ötvös. “They do not accept limitations or compromises in their lives. They are the new pioneers, and for them it’s about their sense of adventure and daring in how they live their experiences. This approach to life demands a motor car that can go-anywhere in ultimate luxury and style – Rolls-Royce style. Hence Cullinan.”
It was clear that these new, younger and more adventurous customers wanted a Rolls-Royce that would take them completely off the beaten track and reward them with life’s most enriching experiences. What they didn’t want was a vehicle as ubiquitous as an SUV with compromises such as increased cabin noise due to the “two-box” formula; shared platforms that affect performance and comfort; the choice of being good either on-road or off-road; or a lower, more featureless SUV that blends in and becomes just another car.
The integration of new technologies into the architecture was also key to ensuring the fundamental quality of Cullinan as Effortless, Everywhere. The engineering team began by creating a drivetrain that would bring Rolls-Royce’s famous ‘Magic Carpet Ride’ off-road.
“The drivetrain system we engineered for Cullinan had one key job to do,” explains Caroline Krismer, Engineering Project Leader for Cullinan. “To bring the famed Rolls-Royce ‘Magic Carpet Ride’ to all other terrains possible, while ensuring class-leading on-road behaviour in the SUV sector.”
Rolls-Royce’s celebrated Magic Carpet Ride impresses off-road as well as on-road thanks to the new lighter architecture, and the latest generation of self-levelling air suspension. Through a thorough
re-engineering of the existing air suspension system – including adding larger air struts with more air volume to cushion the blows of the toughest of terrains – the strengthening of drive and prop shafts, the inclusion of drive to the front wheels as well as the back for the first time in Rolls-Royce history, and the complete reworking of the new 6.75 litre twin-turbo V12 Rolls-Royce engine to deliver just the right level of torque (850Nm) at the lowest possible revolutions (1,600rpm), the Rolls-Royce engineering team has ensured Cullinan will take owners to places no modern Rolls-Royce owner has travelled in luxury before.
“The super-luxury lifestyle is evolving and Rolls-Royce is in the lead. Luxury is no longer an urban concept. More and more it is about embracing and experiencing the wider world. Our customers expect to go everywhere in luxury, effortlessly and without compromise, conquering the most challenging terrain to enjoy life’s most enriching experiences, wherever they may be. For this reason, they have asked us to create a Rolls-Royce that offers uncompromised luxury wherever they dare to venture. Cullinan is that car. It is Effortless, Everywhere.
It is incomparable and dramatically evolves the parameters of super-luxury travel, translating Rolls-Royce’s ethos of ‘Effortlessness’ into physical capability, anywhere in the world. Cullinan will simply take the world in its stride.”
Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.