ROLLS-ROYCE Cullinan at the 2019 Geneva Motor Show

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ROLLS-ROYCE Cullinan at the 2019 Geneva Motor Show
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. The Rolls-Royce Cullinan is Rolls-Royce as it's never seen before. When Sir Henry Royce said, "Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it", he could have had Cullinan in mind.
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