Reimagined Rolls-Royce Cullinan Series II Targets Young Affluent Buyers

May 08, 2024 01:32 AM EDT

PHOTO OF WHITE ROLLS-ROYCE GHOST PARKED NEAR BROWN BUILDING — (Photo : PEXELS/jay pizzle)

With the release of the Cullinan in 2018, Rolls-Royce made history by introducing its first SUV and raising the bar on luxury standards. In the present, Rolls-Royce has unveiled the Cullinan Series II, an upgraded model aimed toward wealthy households. Retaining the V-12 engine, this model showcases a redesigned dashboard and intricate interior elements.

Rolls-Royce Cullinan Series II: Brand's Latest Upgrade

A V-shaped line in the bumper and new LED daytime running lights are two new features on the upscale car's front end. In the latest Cullinan Series II update, significant enhancements include the introduction of an advanced digital interface named "SPIRIT" and an exclusive members app called "Whispers."

As per Autocar, labeled as the "most comprehensive Series II advancement in Rolls-Royce's past", the Cullinan has undergone updates acknowledging its role as a high-end product where customers aim to showcase their identity while retaining the ability to blend seamlessly into natural surroundings.

Furthermore, the report stated that Rolls-Royce designer Anders Warming highlighted the importance of accentuating the vertical aspect of the 'high-sided' luxury SUV during the facelift. The company aimed to connect the Cullinan's commanding, tall structure with the towering, lit skyscrapers found in the expanding urban landscapes where the Cullinan is becoming more prevalent.

The front of the Cullinan has been redesigned to include "clean feature lines and sharp edges." Particularly noticeable is the integration of LED daytime-running lights along the fascia's edges, merging with a revised lower bumper design that slopes upwards on the sides, creating an impression akin to a yacht slicing through water.

The grille has also undergone a redesign: it is now bordered at the top and bottom by horizontal chrome bars, while a newly extended lower edge conveys the appearance of it resting on a pedestal. Additionally, it now features illumination for the first time.

Pricing, Other Features

According to ManofMany, the latest Cullinan incorporates a range of new technologies for the driver, additional screens for passengers with streaming functionalities, and significant alterations to the front-end aesthetics. These updates reflect the brand's acknowledgment of a rising clientele comprising younger, affluent individuals from swiftly developing global regions.

The pricing for the new Rolls-Royce Cullinan Series II has not been disclosed for Australia; however, the previous model starts at $705,000 excluding on-road expenses or $810,000 excluding on-road costs in its 'Black Badge' variant.

Moreover, the report states one might assume that, similar to many Rolls-Royce models, this vehicle is primarily intended for chauffeur-driven use by owners. Nonetheless, with the average age of Rolls-Royce customers decreasing from 56 in 2010 to 43 in 2024, it has evolved into a self-driven vehicle.

To provide context, at the Cullinan's initial release, fewer than 70% were self-driven, whereas today, less than 10% of owners opt for a chauffeur. This shift towards a younger demographic has evidently influenced the vehicle's design.

While it may not have always been considered the most aesthetically pleasing car on the road, Series II enhances its unparalleled presence and 'Rolling Mansion' allure. As noted by Car and Driver, at the rear of the vehicle, a discreet new contour line curves inward from the taillight towards the wheel centers, while the rear bumper is redesigned with a more striking appearance, featuring a high-gloss black finish.

This design is complemented by polished stainless steel accents around the exhaust and a brushed stainless steel protective panel. The Cullinan now sports seven-spoke 23-inch wheels, individually crafted from aluminum billets.

Rolls-Royce has introduced a new paint finish named Crystal Over, which utilizes a lacquer infused with glass particles to produce a subtle shimmer akin to fresh snow in morning light. This finish has been applied to the Emperador Truffle brown paint on the vehicle.

Inside, the Cullinan now features a expansive glass panel that spans the entire width of the dashboard, accommodating both the digital gauge cluster and the central touchscreen. In contrast to the previous model where the touchscreen could be concealed behind a upholstered trim, the new screen is now stationary and constantly visible.

This display is integrated with Rolls-Royce's newest infotainment system, known as Spirit, which made its debut in the electric Spectre model.