Rolls-Royce SUV to Carry Cullinan Name into Production
Rolls-Royce has chosen Cullinan as the name for its upcoming SUV, referencing the famous diamond and marking the brand’s move into luxury all-terrain vehicles.
Rolls-Royce has selected Cullinan as the name for its first SUV, according to reports ahead of an official announcement. The name draws inspiration from the Cullinan diamond, discovered in South Africa in 1905 and now set in the British Crown Jewels. The move signals Rolls-Royce’s intention to position its new model at the very top of the luxury SUV market.
The Cullinan SUV will enter a segment newly contested by ultra-luxury brands. Its most direct rival, the Bentley Bentayga, has already been confirmed for production, and Lamborghini is planning its own Urus SUV. Rolls-Royce’s entry will extend the brand’s reach beyond traditional saloons and coupes, targeting buyers who expect the same standard of luxury in an all-terrain vehicle.
Cullinan name and market positioning
Naming the SUV after the Cullinan diamond is a deliberate nod to exclusivity and heritage. The original Cullinan, weighing over 3,100 carats before being cut, remains the largest gem-quality rough diamond ever found. Rolls-Royce is expected to emphasise this connection in its marketing, reinforcing the model’s status as a flagship within its range.
The Cullinan will compete directly with the Bentley Bentayga, which has set a new benchmark for luxury SUVs since its reveal. With the SUV market expanding rapidly, Rolls-Royce’s decision to enter the segment reflects changing customer expectations among high-net-worth buyers, many of whom now demand off-road capability alongside limousine comfort.
Platform and technical details remain unconfirmed
Rolls-Royce has not released official technical details for the Cullinan, but reports suggest the SUV could share its platform with future BMW models, including the upcoming X7. Engine options have not been confirmed. However, speculation points to a V12 petrol engine, in line with Rolls-Royce tradition, and the possibility of a plug-in hybrid variant in response to tightening emissions regulations.
A production debut for the Cullinan is expected in 2017, though delays could push the launch into 2018. Rolls-Royce has not confirmed a precise timeline. The company has also not detailed pricing or final specifications, but the SUV is anticipated to command a price premium over the current Ghost and Wraith models.
Luxury SUV segment heats up
The arrival of the Cullinan will intensify competition among luxury manufacturers. Bentley’s Bentayga has already attracted strong interest, and Lamborghini’s Urus is due to join the segment. Other high-end brands, including Aston Martin and Maserati, are also developing SUVs for launch in the coming years.
For Rolls-Royce, the Cullinan represents a major expansion of its model line and an opportunity to attract new customers seeking luxury without compromise on versatility. More details are expected as the production version nears its debut.
