SUVs are kings of the market these days, and that includes the top of the car market. Rolls-Royce has so many orders for the Cullinan it’s having a hard time filling them all. It’s not a bad position to be in.
In an interview with Automotive News, Rolls-Royce America CEO said the ultra-luxury SUV is ordered solidly through July. That’s not to say in August someone will be able to get one no problem, because the orders just keep building, showing that even the 1 percent want some utilitarian attributes in their ride.
The British automaker can’t push things any further. Production at the Goodwood, England, factory is at 100 percent. Last year the production line workforce was increased by 10 percent, but it still isn’t enough. There are just so many orders, Rolls-Royce can’t fill them all as quickly as they come in. It’s the exact opposite problem the Maserati Levante has experienced.
Even more interesting, the Cullinan is apparently expanding Rolls-Royce’s market share. More than half of people who buy the SUV are new to the brand. The model is introducing the automaker to women and younger shoppers, likely helping to ensure Rolls-Royce sticks around for the long term.