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    Rolls-Royce Asks That You Don't Call the Upcoming Cullinan An SUV


    • Don't call it an SUV! So what do we call it then?

    Like every other luxury automaker, Rolls-Royce is working on an SUV. But they will not be calling it an SUV.

    “Project Cullinan? We call it a high-sided vehicle. SUV is not necessarily the right thing to call it because it’s not necessarily sports, it’s not necessarily utility,” said Andrew Boyle, Rolls-Royce's global product communications manager to Motoring.

    “A number of other brands are entering into this area as well, with their own interpretations of what a luxury SUV should be. You’ll have to wait to see what we decide it should be, but I think you’ll find that it’ll be a different interpretation to what’s available today.”

    Some believe the Cullinan will be high-riding wagon (think really fancy Subaru Outback), which might explain why Rolls is hesitant to use SUV.

    What we do know is that Project Cillinan will arrive with the next-generation Phantom in 2018.

    Source: Motoring.com.au

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    And Yet no one will call them high-sided, we will just say overpriced ultra luxury SUV or a station wagon on steriods! :P 

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    Heritage High Roof perhaps?

    Buyers love it regardless of what they call it.  I am sure there are people that don't want to take the Phantom Drophead out to inspect the oil fields, this all wheel drive tall vehicle will pit their concerns at ease.

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      Project Cullinan is also an important vehicle for Rolls-Royce. It will be one of the first vehicles, alongside the new Phantom to use a new aluminum architecture that will underpin future models. The SUV or “all-terrain, high-sided vehicle” is expected to debut sometime late next year.
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      PROJECT CULLINAN TAKES NEXT STEP IN DEVELOPMENT PROGRAMME
      In an open letter published in the Financial Times on 18 February 2015, Rolls-Royce undertook to regularly inform its stakeholders about the progress of Project Cullinan. Continuing this dialogue, which has seen twice-yearly updates, Rolls-Royce today publishes photographs depicting the latest key milestone in the development programme of this new ‘all-terrain, high-sided vehicle’. This first full development vehicle will begin testing in public from tomorrow.
      The world’s leading luxury goods brand has regularly informed its patrons about this painstaking development programme. Advocates of the marque have been shown the first engineering mule built for the development of the new all-wheel drive suspension system, as well as those created to test the all-new aluminium architecture that will underpin all Rolls-Royces from 2018 onwards.
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      “This is an incredibly exciting moment in the development of Project Cullinan both for Rolls-Royce and for the patrons of luxury that follow us around the world,” comments Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars. “Bringing together the new four-wheel drive system and the new ‘architecture of luxury’ for the first time sets us on the road to creating a truly authentic Rolls-Royce which, like its forebears, will reset the standard by which all other luxury goods are judged.”

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    • By William Maley
      Rolls-Royce is the latest automaker to announce they are working on an SUV known as Project Cullinan and today, the company has dropped a couple of pictures to give us a glimpse of what's in store.
      Rolls doesn't call Project Cullinan an SUV. Instead, they describe the vehicle as being as an “all-terrain, high-sided vehicle.” (Is there such a thing too much pomp and circumstance? -WM) From the two pictures Rolls-Royce has released, Cullinan looks like a raised Phantom wagon. 
      “This is an incredibly exciting moment in the development of Project Cullinan both for Rolls-Royce and for the patrons of luxury that follow us around the world. Bringing together the new four-wheel drive system and the new ‘architecture of luxury’ for the first time sets us on the road to creating a truly authentic Rolls-Royce which, like its forebears, will reset the standard by which all other luxury goods are judged,” said Torsten Müller-Ötvös, Rolls Royce's CEO in a statement.
      Project Cullinan is also an important vehicle for Rolls-Royce. It will be one of the first vehicles, alongside the new Phantom to use a new aluminum architecture that will underpin future models. The SUV or “all-terrain, high-sided vehicle” is expected to debut sometime late next year.
      Source: Rolls-Royce
      Press Release is on Page 2


      PROJECT CULLINAN TAKES NEXT STEP IN DEVELOPMENT PROGRAMME
      In an open letter published in the Financial Times on 18 February 2015, Rolls-Royce undertook to regularly inform its stakeholders about the progress of Project Cullinan. Continuing this dialogue, which has seen twice-yearly updates, Rolls-Royce today publishes photographs depicting the latest key milestone in the development programme of this new ‘all-terrain, high-sided vehicle’. This first full development vehicle will begin testing in public from tomorrow.
      The world’s leading luxury goods brand has regularly informed its patrons about this painstaking development programme. Advocates of the marque have been shown the first engineering mule built for the development of the new all-wheel drive suspension system, as well as those created to test the all-new aluminium architecture that will underpin all Rolls-Royces from 2018 onwards.
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      “This is an incredibly exciting moment in the development of Project Cullinan both for Rolls-Royce and for the patrons of luxury that follow us around the world,” comments Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars. “Bringing together the new four-wheel drive system and the new ‘architecture of luxury’ for the first time sets us on the road to creating a truly authentic Rolls-Royce which, like its forebears, will reset the standard by which all other luxury goods are judged.”
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