Rolls-Royce weighs entry into luxury SUV market
Rolls-Royce design chief Giles Taylor confirms the brand is actively considering a new SUV, as rivals Bentley and Lamborghini press ahead with their own luxury off-roaders.
Rolls-Royce is actively considering the introduction of a luxury SUV, as confirmed by design chief Giles Taylor. The move would see the Goodwood-based marque join Bentley and Lamborghini in targeting the expanding ultra-premium SUV segment, which is attracting strong global demand.
Taylor stated that the company is not interested in simply creating a crossover with a sloping roof, but is instead focused on developing a "properly functional vehicle". This signals a clear intent to deliver a full-size SUV, rather than a car-based soft-roader. The aim, according to Taylor, is to ensure any new model upholds the brand’s reputation for luxury and engineering, without undermining its image.
Rivals accelerate luxury SUV plans
Bentley is preparing its own luxury SUV for launch in 2017, with the company targeting annual sales of 3,000 units. Lamborghini, meanwhile, has confirmed its Urus SUV will enter production, further intensifying competition at the top of the market. Both brands are responding to rising global demand for high-end SUVs, particularly in regions such as China, the Middle East and North America.
Rolls-Royce’s consideration of an SUV comes amid a wider shift among luxury manufacturers, who are increasingly looking to broaden their ranges to capture new customers. The segment’s growth has already prompted Bentley and Lamborghini to invest heavily in new models and production facilities. Rolls-Royce has not yet confirmed a launch date, but sources suggest the project is progressing beyond the initial concept stage.
Maintaining brand values
Rolls-Royce’s approach contrasts with rivals who have opted for more car-like crossovers. Taylor’s comments indicate a reluctance to dilute the marque’s traditional values, with any SUV expected to offer the ride quality, refinement and presence expected of a Rolls-Royce. The company is understood to be studying how to deliver this without compromising on off-road capability or luxury.
A Rolls-Royce SUV would compete directly with Bentley’s forthcoming model and Lamborghini’s Urus, as well as high-end versions of established SUVs from brands such as Mercedes-Benz and Range Rover. The company’s decision will be closely watched by dealers and customers, especially in key export markets where demand for luxury SUVs continues to grow.
What happens next?
No technical details or timelines have been announced by Rolls-Royce. However, the brand’s focus on functionality and luxury suggests any future SUV would be engineered to match the comfort and presence of its saloon models. With Bentley’s SUV due in 2017 and Lamborghini’s Urus also in development, Rolls-Royce faces a narrowing window if it wants to be among the first wave of ultra-luxury off-roaders. For the latest on the eventual production model, see Rolls-Royce SUV to Carry Cullinan Name into Production.
