No Compromise, No Mass Production

Named after the largest diamond ever discovered, the "Cullinan" is presented as the ultimate off-roader, promising a ride and handling befitting the Rolls-Royce name, both on and off-road.

"We have absolutely no intention of compromising on price or offering mundane luxury to mass-produce this vehicle as we enter the SUV market. The Cullinan sets a new benchmark for SUVs," defined Paul Harris, the company's Asia Pacific Regional Director.

Within the Rolls-Royce lineup, the flagship remains the "Phantom," followed by the "Ghost." Harris also stated that the Cullinan serves as a "third line, touching the heartstrings, distinct from the 'Dawn' and 'Wraith' that offer impressive and exhilarating freedom."

Regarding the target demographic, Harris described them as "people who want to stand out, who are young, busy, active, and social, and who love the outdoors. They value family, lead modern lives, yet are agile and enjoy sports."

A Magic Carpet Ride On and Off-Road

The Cullinan is said to achieve the "magic carpet ride" that Rolls-Royce strives for, both on and off-road. A key factor was the "Architecture of Luxury," adopted from the Phantom. This was made possible by employing this new lightweight architecture and the latest self-leveling air suspension system.

This system adds large air struts to the existing air suspension to mitigate impacts from the road surface during off-road driving. Furthermore, the suspension is controlled by processing millions of data points per second, combining data on the vehicle's and wheels' movements with visual information from cameras. It also features Rolls-Royce's first-ever all-wheel-drive system.


The engine is a Rolls-Royce V12, 6,750cc, producing a maximum output of 571 hp and peak torque of 850 Nm. With the maximum torque available from 1,600 rpm, ample acceleration can be achieved even at low speeds.

The transmission is an 8-speed satellite automatic. The gearbox uses GPS to read the road conditions ahead and select the optimal gear position.

Design Feature: The D-Back

Regarding the design, John Sears, Cullinan Product Planning Manager, noted customer feedback: "We wanted a commanding presence, and unlike the Wraith or Dawn, a more masculine design was desired." As a result, the Spirit of Ecstasy is positioned higher than on any previous Rolls-Royce.

The most distinctive design element of the Cullinan is its adoption of a three-box design, despite being an SUV. This "D-back" design, inspired by the pre-war Rolls-Royces that often carried luggage externally, features an extended rear section below the lower edge of the rear window. Sears explained, "This is our modern interpretation, an homage to the grand tourer era. It results in a unique side proportion."

The doors are the classic Rolls-Royce coach doors. "It wouldn't be a Rolls-Royce without them," said Sears.

In contrast to the powerful exterior, the interior exudes a luxurious and mature ambiance. The rear seats are available in two configurations: a bench-style lounge seat and individual seats. The lounge seat is more family-oriented and can be automatically folded down by pressing buttons on the trunk or rear door pockets.

The individual seats, on the other hand, are separated from the rear compartment by a glass partition. This not only enhances sound insulation but also prevents heat and cold from the luggage area from entering the cabin, maintaining a comfortable interior environment.

The Result of an Increasingly Young Customer Base

Rolls-Royce's customer base is reportedly getting younger, and the Cullinan was born from the desires of these evolving customers.

"Our younger, new generation of customers seeks not only luxury but also the versatility and practicality of an SUV from Rolls-Royce. These customers often have families and travel to various destinations, so they want a vehicle that combines functionality with the inherent luxury of a Rolls-Royce," he explained.

Acknowledging that these requests had been present for some time, he added, "It had to be a true Rolls-Royce, leading its category as an on-road vehicle while also meeting customer expectations off-road. Therefore, we took our time to develop it meticulously." He revealed that the development process, announced in 2015, had taken considerable time.