Named after the largest diamond ever discovered, which is now a part of the British Crown Jewels, the new Cullinan SUV was unveiled in London earlier today.

“It is incomparable and dramatically evolves the parameters of super-luxury travel, translating Rolls-Royce’s ethos of ‘effortlessness’ into physical capability, anywhere in the world. Cullinan will simply take the world in its stride,” says CEO of the Rolls-Royce Motor Cars, Torsten Müller-Ötvös.

The Chairman of Rolls-Royce and member of the board of the BMW Group, Peter Schwarzenbauer, says the launch of a new Rolls-Royce model is always a seminal moment in the luxury industry.

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“Today, we are setting a new standard by creating a new class of motoring and motor car for customers who are well-connected, highly mobile and have a global perspective. They want a new type of motor car that gives them unbounded access in ultimate luxury. Their sense of adventure and daring demands a ‘go-anywhere in ultimate luxury’ motor car that will both take them to and meet them at the pinnacle of life. Cullinan is that motor-car,” said Schwarzenbauer.

The Cullinan SUV is an all-terrain high-bodied car that makes the idea of authentic, luxury off-road travel a reality for the first time. Its contemporary and functional design ensures Cullinan gains iconic status in the face of increasingly bland SUV designs.

According to the Rolls-Royce media statement, this is the first “three-box” car in the SUV sector, with a rear partition wall that creates a distinct environment for passengers, separated from the luggage compartment.

Rolls-Royce said it had first announced the launch of Cullinan about three years ago, after its customers from around the world had asked it to build “The Rolls-Royce of SUVs”, with luxury, performance and usability not seen before in the SUV market.

Many of these customers were younger, very successful high-net-worth individuals who are heavily engaged in the experience economy and wanted a Rolls-Royce that would take them to the ends of the earth in ultimate luxury.

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Automotive mobility has always been a fast-moving and dynamic business, with new concepts – such as SUVs – appearing with great regularity.

The Cullinan is expected to arrive in South Africa towards the end of this year. According to Marek Letowt, GM of Rolls-Royce Sandton, the distributor of Rolls-Royce in South Africa, four Cullinans will arrive in South Africa in November 2018.