There are perhaps no letters more fashionable in the car industry right now than SUV. Car buyers love them and so, predictably, manufacturers are racing to build them. 

There’s no shame in that; a firm making cars that the public wants to buy isn’t just good business practice, it’s plain common sense. Except some firms are tripping over themselves to avoid using the term SUV.

An example: in a press release confirming its first SUV would be called the Cullinan, Rolls-Royce referred to the machine as a ‘high-sided vehicle’. This was subsequently tweaked to ‘high-bodied vehicle’, presumably because ‘high-sided vehicle’ sounds like the sort of thing you can’t drive over the Severn Bridge during high winds.

Meanwhile, Ferrari has spent ages denying it was making an SUV – despite everyone pretty much knowing it is. And that's apparently because the company's going to label the model an FUV. That’s a Ferrari utility vehicle – because, well, because.

Lamborghini at least admits that its new Urus is an SUV, although it insists on calling it a ‘super sports utility vehicle’ – a moniker that the somewhat bonkers design helps it pull off.

Now, I can see why Rolls-Royce and Ferrari might be reluctant to use any term that could make one of their cars sound even vaguely related to a Nissan Qashqai or Ford Kuga.