It feels like a worn-out marketing trope to call something the “Rolls-Royce of SUVs.” But after sitting through the formal unveiling in London on May 10, you can’t help but nod along. The 2019 Rolls-Royce Cullinan is real. It stopped being a concept car months ago. And yes, it is turning heads. It is also shaking up the entire luxury utility vehicle category, or at least trying to.
When the Cullinan first peeked out from behind the curtains, Rolls-Royce was defensive. They didn’t want the name SUV attached to it. They tossed around phrases like “high-bodied all-terrain car.” The goal was to avoid pigeon-holing the vehicle into a box that implies sportiness or raw utility. Gerry Spahn, the head of communications at Rolls-Royce Motor Cars, admits they shied away from the label initially.
“There’s nothing sporty and nothing utility about Rolls-Royce. We didn’t want people comparing it to SUVs that are in the market today.”
Spahn explains that they didn’t want the Cullinan to be judged against the usual suspects. But let’s be honest. It enters the SUV market. Categoricaly. It’s just operating at a level no one else is touching. So now, they are fine with you calling it an SUV.
Why the Name Cullinan Matters
The name isn’t random. It pays homage to the Cullinan diamond—the largest natural diamond ever found on Earth. That gem is now part of the British Crown Jewels. The SUV shares that kind of prestige. It makes its mark by breaking tradition. It is the first Rolls-Royce with a hatchback. It has touch screens. It features all-wheel drive. It still has the Spirit of Ecstasy on the hood, obviously. But those tech updates signal a shift.
How the Cullinan’s Powertrain Works
Under the metal, this thing is built on the bones of the Phantom. That means it uses a twin-turbocharged 6.75-liter V-12 engine. It pushes 563 horsepower. You get 627 pound-feet of torque. An eight-speed automatic transmission handles the gear changes. The top speed is electronically limited to 155 mph.
The all-wheel-drive system can send up to 90 percent of available torque to the rear wheels. That setup enables off-road travel. You are rolling on 22-inch wheels. The air suspension system provides variable ride height. It uses a camera to adjust on-the-fly. This prevents passengers from enduring discomfort on bumpy roads. The Cullinan can ford water up to 21 inches deep. That is 53 centimeters.
Comparing Dimensions to Bentley Bentayga
Size matters in this segment. The Cullinan is more than 8 inches longer than the Bentley Bentayga. Its closest competitor. It is also 3.6 inches taller. That is 9 centimeters. The extra space isn’t just for show. It contributes to the interior volume.
What’s Inside the $325,000 Cabin
The base price is $325,000. The interior appointments match that figure. You get luxury Italian leather throughout. Suicide-style doors make entry dramatic. A glass partition separates the cargo area from the passenger area. Power-folding tables appear when needed.
The center console holds a refrigerator. It comes with high-end barware. Wireless charging is included. So are five USB ports. You can also order custom “recreation modules.” These options set the Cullinan apart from other SUVs on the road. They cater to a specific kind of wealth. A wealth that values exclusivity over utility.
Is it just a car for the ultra-wealthy? Maybe. But it forces the entire industry to look in the rearview mirror. And wonder what they’ve been missing.
Beyond the Tailgate: The Mechanics of Ultimate Bespoke Luxury
Ninety-six percent of Rolls-Royce buyers don’t settle for stock specs. They want custom paints. They want hand-stitched leather that matches their favorite scarf. The new recreation modules are just the latest mechanism to feed that ego. These aren’t just accessories. They clip directly into the Cullinan’s hatch floor. You can fit almost anything you can dream up inside them.
Rolls-Royce has already teased the “Viewing Suite.” Think two seats. A table. Perfect for sophisticated tailgating. But the company has also flirted with modules for BASE jumping. Drone racing. Falconry. Yes, actual falconry.
The Imagination Economy
“We like to throw out ideas just to provoke and tease our customers’ imagination, and then they come to us and we can make it however they’d like,” Spahn says.
The prototypes aren’t built yet. That doesn’t matter. People are already asking what is possible. The mandate is simple. If it fits technically. If it passes regulations. Rolls-Royce will build it. Even if you want a custom compartment for your kid’s toys. They will do it.
Price and Production Timeline
Rolls-Royce is accepting orders for the Cullinan now. But they haven’t started working on the bespoke options for the first batch. Don’t expect a discount. You will pay at least $20,000 for each recreation module. Likely much more. The first Cullinans roll off the line in early 2019.
Why SUVs Dominate Luxury
SUVs are one of the few segments seeing real growth. Luxury brands are rushing in. They are developing models that might otherwise feel off-brand. Bentley’s Bentayga is the closest competitor. It’s a direct rival.
This isn’t limited to the top tier. The trend hits every price point. Ford recently announced it is killing almost every regular car in its American lineup. The Mustang stays. Everything else goes. The industry is pivoting hard toward crossovers.
