Torsten Müller-Ötvös has no intention to grow the Rolls-Royce range at the moment in order to maintain the brand's high market position

Rolls-Royce boss Torsten Müller-Ötvös has said the firm’s model line-up is now complete following the launch of the Cullinan SUV.

The British firm’s first off-roader is its fifth model, alongside the Phantom, Ghost, Wraith and Dawn. But while other manufacturers are expanding their range of SUVs, Müller-Ötvös said there was no demand among the brand’s ‘ultra-luxury’ buyers.

Asked whether Rolls would consider swelling its line-up with an SUV smaller than the Cullinan, Müller-Ötvös told Autocar: “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.”

Müller-Ötvös said early sales of the Cullinan have exceeded expectations.

The British firm showed the ultra-luxury off-roader to customers ahead of its official launch recently and he called customer reaction “brilliant”.

The Cullinan is set to face opposition in the ultra-luxury SUV segment from Aston Martin’s revived Lagonda brand. It will relaunch in 2021 with an SUV previewed in a concept sketch. Asked about that model, Müller-Ötvös said: “It’s just a sketch. I can’t say anything more. Cullinan is real.”

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Rolls-Royce Cullinan SUV revealed 

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Rolls Royce Cullinan 2018 review - front tracking

Big, bold new Rolls-Royce 4x4 begins a new era for the brand – and convinces both on-road and off of it

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Comments
15

27 June 2018

Shame. Following the lead of the pioneering Aston Cygnet, I think a BMW X2 with a massive Parthenon grille and about 200kg of additional sound deadening would be a hit. Just chuck in a couple of crystal champagne flutes and she’s good to go!

27 June 2018

Hopefully the father for the new baby wont be Cullinan never has such a ugly car been made .

27 June 2018
Antony Riley wrote:

Hopefully the father for the new baby wont be Cullinan never has such a ugly car been made .

There are many far uglier cars than the Cullinan, the Bentayga for one.

27 June 2018

best news item I have seen here for some time

27 June 2018

Autocar suggestion why not test Toyotas new Century against  any Rolls Royce and see how close Toyota have got to bettering RR

27 June 2018
Antony Riley wrote:

Autocar suggestion why not test Toyotas new Century against  any Rolls Royce and see how close Toyota have got to bettering RR

Great idea.

FMS

14 August 2018
Antony Riley wrote:

Autocar suggestion why not test Toyotas new Century against  any Rolls Royce and see how close Toyota have got to bettering RR

 

Interesting to find out peoples thoughts on where this comparison leaves the Lexus LS, given it's position as the flagship model of the high status brand that sees it sit above Toyota?.

27 June 2018

I guess it's only a matter of time until we start seeing London Taxis wearing "RR" grilles, such is the ugly similarity between these two vehicles.

RR are only giving their customers what they want - but this vehicle's very existence only evidences that now more than ever, money is not a barometer of class. No elegance, just arrogance.

FMS

14 August 2018
XLR8 wrote:

I guess it's only a matter of time until we start seeing London Taxis wearing "RR" grilles, such is the ugly similarity between these two vehicles.

RR are only giving their customers what they want - but this vehicle's very existence only evidences that now more than ever, money is not a barometer of class. No elegance, just arrogance.

 

You come over as peevish. Perhaps what you perceive as arrogance is known by another adjective, in the thoughts of those who can afford to buy/lease/run a RR. To give us some context, what automotive conveyance would be your choice, given you had that amount to spend?.

27 June 2018

next size down say 5 metres longa  with a 1.2 litre 3 cylinder engine for £150k  that gets 30mpg  or 25mpg if thrashed.It would follow the French and Germans latest engine sizing.

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