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Do We Really Need More Rolls Royce?

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Rolls Royce is entering the SUV market! As other ultra-luxurious brands such as Bentley and Lamborghini are putting out SUVs, Rolls Royce has decided to release a luxury SUV in 2017. The concept of their first SUV is very different from the ones that Porsche and Bentley are offering. This SUV is going to be one of those “proper” ones, instead of crossovers under an SUV name. Nowadays most SUV are more like a hybrid between an SUV and a hatchback. But Rolls is doing it the way it should be: large, butch, and standing out. The new SUV might use the platform of the Ghost series and being built in Goodwood, England.

Rolls Royce SUV Render Rolls Royce sets 2017 as the timeline for its luxury SUV

I remember Alexander wrote a blogpost about Rolls expects to be growing. The problem is, Rolls is doing well now, is it really necessary for a brand new model? Rolls has never stepped into the SUV market, if their debut was a failure, would that affect their corporate image and turn their sales down? It is a very ambitious move that might has serious backfire, but I am looking forward to what they will come up with.



  1. reed

    Is this picture of the proposed SUV? if so, it looks more like a hatchback than the usual crossover. More than anything though, that looks like a hearse. A Rolls Royce, being a completely over-the-top status symbol might have a harder time, regardless of looks, fighting its way into the SUV market where it will be harder to differentiate itself from the top of the line competition made by the luxury Automakers such as the Navigator and RangeRover.

    May 15, 2014
  2. Jier Qiu
    Jier Qiu

    To Anton, this is merely a concept of the SUV. The design of the model is still going on as we are speaking right now. I agree with you it won’t be an easy enter for Rolls. Luxury large SUV market is still dominated by Range Rover, Mercedes, Lincoln, and Lexus.

    May 15, 2014
  3. Peter Wittwer
    Peter Wittwer

    As long as Rolls Royce can keep their prices low and competitive I don’t see why they wouldn’t be able to compete in the luxury SUV market. It’s definitely important they produce a good and reliable product and since they have never produced a SUV before there are definitely major question marks. However, I think a lot of consumers who never dreamed of having a rolls royce before will by the SUV if it has a more reasonable price then its normal models. If it is priced like a Navigator or RangeRover I’m sure a lot of consumers would be excited to purchase an Rolls Royce because of its brand name and prestige.

    May 15, 2014
  4. Jier Qiu
    Jier Qiu

    To Peter. I agree that low price would make an easy entry for Rolls Royce. However we need to consider the corporate image of Rolls here. I remember we talked about Mercedes-Benz putting out cheaper models to meet the demand of middle class hurt its image. People will start to question the luxury brand and it might affect the sales of the sales of upper-tier models. There is a possible way, like Mr. Cosgrove said, BMW has Mini that is targetting younger consumers with a lower price expectation. It is a huge success but BMW keeps its name out of the brand. Rolls could potentially do the same. But then again, news is saying this new model might use the platform of the Ghost series so I cannot imagine it being cheap.

    May 15, 2014
  5. Kuangdi Zhao
    Kuangdi Zhao

    Bentley and Astron Martin were planning to sell SUVs many years ago, but I have never seen their SUV products. I guess the reason is that the market for extremely luxurious SUVs is small. So is it worth for Bentley, Astron Martin, and Rolls Royce to construct SUVs? Probably not.

    May 15, 2014
  6. heardd16

    Many companies such as Lamborghini and Bentley are doing similar things with new luxury SUVs and may fall prey to the problem Jier is referring to. True, Mercedes did hurt its corporate image by selling cheaper models, but its not like Rolls Royce is about to start making cheap cars. The Rolls SUV is expected to cost well over $200,000, and they are so established as the premier luxury car that I do not think they will lose that title just because they make an SUV.

    May 15, 2014
  7. Michael Barry
    Michael Barry

    I agree with Jier’s response to Peter. I don’t think pricing will play much of a role in Rolls Royce’s entry into the SUV market. It seems like they are in a designer’s and engineer’s ideal situation, where the goal is to create the most beautiful, comfortable, best handling SUV they can, and then make it available to their elite customers.

    May 16, 2014
  8. Kade Kenlon
    Kade Kenlon

    The consumers that are purchasing Rolls Royce are not looking to buy a car with a third row. The average buyer of a Rolls Royce is a wealthy character that is usually only driving with his or her significant other.

    May 16, 2014

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