When Rolls-Royce announced in 2015 that it would launch Cullinan, it did so in the knowledge that its customers 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.

Automotive mobility has always been a fast moving and dynamic business, with new concepts - such as SUVs - appearing with great regularity. But those new concepts need to be perfected in order to be adopted by those customers who will accept no compromise - the patrons of true luxury. Hence the Rolls-Royce Cullinan.