The Rolls-Royce SUV Looks Every Bit As Magnificent As We Imagined

Project Cullinan is set to take the 4x4 world by storm

December 2, 2016 9:00 am

Some things are worth the wait, because waiting makes the payoff all the more sweeter.

Today, gentlemen, is pay day. Kind of. 

Following last year’s announcement of Rolls-Royce’s plans to step into the SUV fray, the luxury automaker has officially released the first two images of the beast. It’s a sight to behold.

The ride, dubbed “Project Cullinan,” appears to be a nod to the pivotal British world-renowned diamond. Expect the “all-terrain, high-sided vehicle” to be a step above the current SUVs in the game with brand spankin’ new AWD suspension as well as new aluminum architecture that all Rolls rides will sport come 2018.

The vehicle — which will shed the eye-twisting camo at some point — is slated to stroll into the Arctic Circle just after Christmas for cold weather durability and traction testing. Afterwhich, the Cullinan will head to the Middle East for desert training.

“A truly authentic Rolls-Royce, which like its forebears will reset the standard by which all other luxury goods are judged,” said Rolls CEO Torsten Müller-Ötvös.

Leave it to these arbiters to raise the bar on themselves.

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