In 2018, Rolls Royce changed everyone’s view of the stately luxury manufacturer with the introduction of the Cullinan. Invited to the unveiling, it was a bit shocking to see the Spirit of Ecstasy affixed to an SUV.
Stately, perhaps staid to some, Rolls Royce has never been considered “cutting edge”, but the changing taste of the automotive buyer and particularly the Rolls Royce clientele opened the door for a new vehicle designed with their very upscale clients needs in mind.
No one actually needs a Rolls Royce, and with the amazing number of SUV’s available from almost every automotive manufacturer, a Rolls SUV isn’t were most people start their test drives. Which is exactly the point of the Cullinan, as its market is strictly to ultra-wealthy individuals, as the average net worth of a Rolls buyer is $10 million.
The original Cullinan was very well received by the ultra-luxury market, which has always skewed toward rock stars, professional athletes, and an older crowd. That has changed.
A younger group of purchasers has depressed the average age of a buyer by nearly a decade, according to Martin Fritsches, president and CEO of Rolls-Royce Motor Cars Americas. The original Rolls Royce and especially the Cullinan, has seen a sharp reduction in the age group. Fritsches credits younger buyers for pushing sales to historic highs, calling them a “driving force” behind the brand’s blockbuster success. The average customer is 42 years old, down from 50 just eight years ago.
Eagerly anticipated, the new Cullinin ll is evolving to meet the tastes of that younger demographic that wants to mix urban living with occasional jaunts into 4×4 territory, with, I suppose glamping in the enormously plush cargo area.
A redesigned, energetic exterior displays who you are just as well as if you left the Monroney sales decal on the window.
After all, there is ego involved in owning any model of Rolls Royce, and the if you’ve got it spend it philosophy is a part of the cache of that ownership. But that upscale clientele is used to and can afford the best of everything. They are a sophisticated, discerning group, interested in the exclusivity that a Rolls Royce Cullinan conveys.
From an MSRP of $400,000, the Cullinan Series ll is infinitely commissioned in whatever bespoke capacity you can conceive, to make this automobile truly yours and truly unique.
Our strive for perfection guides us.
Rolls Royce is an everlasting expression of the exceptional, where everything we do reflects our persistence and commitment towards the remarkable…
…Inspiring Greatness exists at the very core of Rolls Royce Motor Cars. It is the guiding force from which our innovations, aspirations and ongoing legacy unfold… Rolls Royce
