Rolls-Royce Enters Premium SUV Game In All But Name

by Cameron Aubernon

Published: February 19th, 2015

rolls royce enters premium suv game in all but name

Rolls-Royce made it official Wednesday: The automaker is entering the premium SUV game with its own SUV, or, rather, “high-bodied car.”

The upcoming SUV is expected to demonstrate the “exceptional presence, elegance and purpose” found in the premium marque’s other offerings, combining the “pioneering, adventurous spirit of Charles Rolls” with “Sir Henry Royce’s dedication to engineering and innovation” in so doing.

Led by design boss Giles Taylor, the “high-bodied car” will feature an all-new aluminum architecture, and is meant to meet its customers’ “highly mobile, contemporary lifestyle expectations,” no matter the terrain.

Aside from Rolls-Royce’s promise to take its time “developing and perfecting this new concept in luxury,” however, a date of arrival is unknown; speculation points to 2018 as the earliest the SUV would arrive in showrooms.

#PremiumSUVs #Rolls-Royce

Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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8 of 28 comments

Jgwag1985 on Feb 19, 2015

Rolls doesn't copy. They have had two tone paint jobs long before any Deville. No you can tell a set of Rolls wheels. The RR in the wheel center doesn't move.

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- Lie2me on Feb 19, 2015
  
  "The RR in the wheel center doesn’t move." I never knew that, thanks! "All our wheels feature our unique self-righting wheel centres that always display the Rolls-Royce monogram the right way up. It's typical of the attention we give to the smallest details that make our cars so special."-Rolls Royce
  
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- Vulpine on Feb 19, 2015
  
  I didn't say Rolls copied Cadillac; I said that paint scheme is older than the Chrysler 300 that HUMMER said they copied. The silver bonnet and roof on black body scheme is almost as old as Rolls itself. "The Yellow Rolls Royce" movie shows the general schema has run at least since the '30s, even if that specific car was yellow instead of silver. And while I never knew that about Rolls' wheel centers, it's also something you wouldn't notice until you're close enough to the car to see that. From a distance, all donk wheels look alike to me--far too much wheel and not nearly enough tire for a good ride.
  
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- Hummer on Feb 19, 2015
  
  @Vulpine Technically I didn't say they copied it, I just said the paint scheme is what I would expect to see on a beater in the ghetto. Regardless of where it was originally used, it's lived passed its prime... imo....
  
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Lorenzo on Feb 19, 2015

The "high bodied car" and "no matter the terrain" phrases mean AWD, don't they? That ought to put a dent in Subaru's business in the snow belt! As far as the picture is concerned, that would be so easy to chop down and put a pickup bed on. It might look better than a '74 El Camino!

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Stanczyk on Feb 20, 2015

Generally, I consider SUV-segment as .. 'unnecessery' .. You must admit, that Bentley or RRoyce were allways big, heavy, opulent cars, so if they would built one it would fit in their portfolio .. But there is problem when tradicional 'light-sports-car' company is building them .. thats what we call $ellout..! Por$che is now a producer of 'ugly' SUV's and even uglier Panamejra(I thing Macan , Cayyene and Panamejra are sth like 80% or even more of total Por$che sales ).. and the real Porches: 911, Boxster , Cayman .. will soon be cut off ass 'not proffitable enough'...

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- Corey Lewis on Feb 20, 2015
  
  Guitar Slinger, go away!
  
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Les on Feb 22, 2015

So.. basically it's a car. (A car with ground-clearance from 30-40 years ago, before mainstream car designers started aping 'kustom'.)

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