Dubai: Putting to rest intense speculation on what its next step may be, the British prestige carmaker Rolls-Royce has confirmed it is to develop a new “all-terrain” model with an “all-aluminium” structure. It would thus confirm the brand’s move into the super-premium SUV space, which potentially opens up another lucrative line for the manufacturer.
The naming will only be revealed close to the “time of its launch”.
However, Rolls-Royce Motor Cars CEO, Torsten Muller-Otvos, did not go as far as calling the new model a ‘SUV’. “Rolls-Royce is neither sport nor utility,” said Muller-Otvos. “The words ‘sport’ and ‘utility’ do not fit comfortably into the marque’s very special brand promise.
“This new model will be deliver presence, elegance and purpose wherever its owners choose to be in the world.”
But the mention of ‘all-terrain’ capabilities is a definite giveaway on the new model’s aspirations. Though it might stretching it to say that a Rolls owner would want to take a model out for a bit of dune bashing, the fact is that the manufacturer is giving future owners such an option if they so choose.
For the better part of two years, the manufacturer had not offered up any clue whether a SUV-like project was on the drawing board. But, last month, the CEO confirmed that a “final call” would be made this year on whether to go ahead with such a project or not. Rolls-Royce recorded its highest sales volumes ever in 2014, when it crossed 4,000 units.
“Many carmakers that have no all-terrain heritage or experience have launched an SUV because they see a huge sales opportunity for their business,” said Muller-Otvos. “This is particularly apposite to the luxury market where we have seen a number of recent announcements of “luxury SUVs”.
“Rolls-Royces have conveyed pioneers and adventurers like Lawrence of Arabia across the vastness of unexplored deserts… and in other parts of the world, including Australia, India and the Americas, Rolls-Royces carried their owners over challenging terrain with absolute reliability and comfort.”
No images of the new model have been put out as of now — “Today, we are simply confirming the programme to develop this new motor car,” the CEO added. “We will take our time in developing this new concept in luxury and will include our customers, the media and enthusiasts along the way.”
“We will announce the availability date of this new Rolls-Royce in a few years’ time.”
