Rolls-Royce will develop an ultra-luxury SUV in a major diversification for the BMW-owned British brand known for its luxury sedans. CEO Torsten Mueller-Oetvoes today said the company will develop a car that offers “the luxury of a Rolls-Royce in a vehicle that can cross any terrain.”
The high-bodied car will be underpinned by an all-new aluminum architecture but Rolls-Royce did not specify a launch date for the new car, but said it had decided to make a luxury off-roader after consulting with its clients. The model will be built at its Goodwood plant in England and will enter the market in about three years’ time, the company said.
Mueller-Oetvoes’ statement recently confirms hints he dropped earlier this year about a new Rolls-Royce SUV. Rolls-Royce is proud of the exclusivity of its cars, which command prices of 200,000 euros (USD228,000) or more. The company has long hesitated over whether to build an SUV, worried that it may stretch the brand too far.
The higher ground clearance of SUVs has proven particularly popular in Russia, China, Brazil, Malaysia, India and other emerging markets with bad roads. A recognition of changing trends had already prompted Rolls-Royce to expand its range beyond its Phantom limousine, introducing the Wraith Coupe in 2013 and Ghost II last year.
Rolls-Royce sold 4,063 cars last year, with volumes having grown at a strong pace since 2003, when it delivered 300 cars. Its main rival Bentley, which is owned by Volkswagen, said it had received about 4,000 advanced orders for its Bentayga SUV, which is due to hit showrooms in 2016.
