For a great many, the Rolls-Royce Cullinan Black Badge will be at least one convention-defying subversion too far. However, it does add versatility and usability to the Rolls-Royce model portfolio – and both in transformative doses.
It manages this without departing so far from the demure and genteel dynamic mould that remains so powerful a selling point for these incredible luxury cars that 95% of owners might notice the difference. As such, it succeeds where it really matters.
If, for a moment, we think like a Rolls-Royce owner, with Rolls Royce Phantom at the Hertfordshire estate and a Rolls Royce Wraith in Monte Carlo, we might easily imagine having a Rolls Royce Cullinan at the desert ranch or ski lodge – where you might freely use it and where it would be a delight to use.
At the request of its customers, Rolls-Royce has delivered a world-class luxury SUV here – and the Black Badge version will appeal to nobody more powerfully than those who believe money grants them the ultimate freedom: to care so little what the world thinks of you that you can even advertise it in the most extraordinary of terms.