Dubai: With Rolls-Royce, it’s all about the minute details - and that extends to even how its in-development all-terrain vehicle should be defined. The British marque certainly doesn’t want it be characterised as a SUV, even though the rest of the world may have billed it as such.
“This new model will deliver presence, elegance and purpose, and will yet again satisfy the needs of our discerning customers,” said Brett Soso, Regional Director for Middle East, Africa and South Africa. “I wouldn’t call it an SUV, as Rolls-Royce is neither sport nor utility.
“And these words do not fit comfortably into our very special brand promise, which is of the utmost importance to us. We have confirmed a programme to build a new Rolls-Royce model that will cross all terrains and be ‘Effortless… Everywhere’.”
It was only this year that Rolls-Royce confirmed the all-terrain push - named ‘Project Cullinan’ - was definitely on, though further announcements of what’s in store have been skimpy. The availability date is still a “few years” away. But what has been confirmed is that the model will be built on an “all-new aluminium architecture that will not only be the underpinnings of this Rolls-Royce, but all future Rolls-Royces,” said Soso. “This is a seminal moment in the marque’s 111-year history... and the most significant product announcement since the introduction of Phantom in 2003.
“This is absolutely the right move to make because it is an authentic move. Looking back into the history of this brand we have unlocked another aspect of our DNA – the adventurous spirit of the Charles Rolls and the many overland adventures that he - and many of our early customers - undertook.
“We will take our time in developing this new concept and will include our customers, the media and enthusiasts along the way.
“Our customers are an eclectic mix – from business leaders to heads of state and royalty, actors to rockstars and sports personalities. But, increasingly our cars – particularly our less formal models Ghost and Wraith – are bought by entrepreneurs and captains of industry.
“This new all-terrain motor car will also attract more adventurous customers, and so our response to such a point would be that we maintain what our customers may want – and clearly that is diversity.”
Not that Rolls-Royce doesn’t already have a diverse model range, a fact underscored by the recent entry of the Dawn to the line-up. Open-top driving promises to never be the same again. The Dawn comes with the same twin-turbo 6.6-litre V12 as powers the Ghost, and can kick in 563-hp (at 5,250-rpm) on 575 lb-ft (at 1,500-rpm).
“We expect it to build on the success of Ghost and Wraith in attracting a younger generation of successful men and women,” said Soso. “The launch of the Wraith in 2013 has certainly attracted a diverse clientele... a younger audience as well as those sportscar enthusiasts looking for a combination of style, power and ultra-luxury with their motor car.
“In fact, 60-65 per cent of Wraith buyers in 2014 had not purchased a Rolls-Royce car before - so our strategy of appealing to new customers has been successful on that front.”
