Rolls-Royce Can’t Keep Up With Demand For The Cullinan SUV

The Rolls-Royce Cullinan may be exorbitantly expensive but the British marque is actually struggling to keep up with demand for its luxury SUV.

Autonews reports that order books for the Cullinan are full through July and that despite consistently upping production and adding 200 employees to its UK plant since the SUV’s launch, Rolls-Royce wants to increase supply further.

“I would like to have a little bit more supply,” Rolls-Royce Motor Cars Americas chief executive Martin Fritsches said.

“And I don’t get it because we are running on 100 percent of production capacity, increasing the production capacity throughout the weeks and months, but still not being able to catch up to demand.”

Money is no object for Rolls-Royce buyers

Prices for the luxurious Cullinan start at $325,000 in the United States and while that’s a huge amount for an SUV, Fritsches said that half of Cullinan buyers are actually new to the brand and that the vehicle is also attracting a large number of female buyers and younger buyers. The Cullinan has also proved popular among existing Rolls-Royce owners and is frequently being purchased as a second Rolls-Royce by those that already own a Dawn or a Phantom.

To cater to the ever-growing customer base throughout the Americas, many dealerships are investing heavily in expansions and refurbishments. There will also be nine new showrooms opening through 2019, including in Palm Beach, Atlanta, and Chicago.

Earlier this month, Rolls-Royce said that every single Cullinan it has built has featured some sort of personalization. Last year, the company also experienced its highest sales year ever by delivering 4107 vehicles to customers in more than 50 countries worldwide.

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  • Howfarr

    Wait why aren’t Rolls Royce whinging about brexit…
    Oh that’s right because they are doing well therefore don’t need to mention it as any kind of excuse.

    • Six Thousand Times

      Mostly made in Germany and assembled in Britain. Production can easily shift to Munich if “no deal” happens.

      • TRB0T0Y

        Hmm I wouldn’t worry about that Good Sir. Have you seen any of the Goodwood Plant… pardon… Centre of Excellence video? BMW will burn thru cash to keep the clientele happy. At their level they like the trip to England to pick the hides and such.

        That German guy in charge is the real hoot. ‘What kind of lobby music is this, Mr. Dietersnitchzel?’
        ‘Oh its just some house muzik, nothing too heavy, kind of soothing, next thing you notice, your hips are moving… oh my pardon me!’
        Never laughed more over a YouTube clip, other than that ‘Whistles go WOOO!’ classic!

        • Six Thousand Times


    • Anony Mousse

      Companies that make $350,000 cars have higher profit margins per car than companies making $20,000 cars, so can absorb changes in parts prices and tariffs more easily. People who buy $350,000 cars are wealthy regardless of the ebbs and flows of global markets, so will keep buying these kinds of cars. People who buy $20,000 cars are worried whether they’ll still have jobs or if their houses will go into negative equity, so they aren’t buying cars.

  • TRB0T0Y

    Cool! So they sold over 4,000 Rollsies last year? Sweet. So I can officially declare my MazdaSpeed Miata is rarer than a Rolls! (4000 made for 2004)

    • Ben

      Keep in mind, luxury vehicles purposefully don’t sell at a high number. Fun fact: The Toyota sold more RAV4 compact SUVs last year than Mercedes sold of their entire lineup combined.

      That’s just how it goes and how companies stay profitable. Make slightly less than what is demanded, that way you can control pricing and your product has desirability.

  • Christian

    that’s the reason I haven’t gotten mine yet…

  • DMJ

    I would like to know the client base, the sales mix. I suspect that between rappers, football players, russian oligarchs and Middle East costumers, they have 90% of the production sold.

  • 12333444333

    “Rolls-Royce said that every single Cullinan it has built has featured some sort of personalization” still running with this old marketing chestnut. Believe this rubbish at your peril.

    • TRB0T0Y

      Simple script from Porsche, handed dahn from The Forefather…
      The customer gets whatever color / trim they want… as long as its black.
      Everything else is a customised upcharge option.

      • BGM

        I’m a Porsche fan and I’m embarrassed to say that I’d probably get one if I had the money, which means I’d subject myself to what is clearly a rip off. My only excuse is that Porsche is NOT Rolls Royce and that I’d get a 911 Turbo and NOT a Cayenne.

  • Blade t

    People love to flaunt their wealth in that ugly thing..

  • Merc1

    Ugly exterior, dated interior.


  • BGM

    I’m an amateur student of history. OK, I read books. This right here reminds me of the conditions prevalent in Tsarist Russia, where the ultra rich aristocracy would buy a Faberge egg while the peasants tried to scratch potatoes from the ground and the workers toiled their lives and health away in factories. And then Lenin came along.

    I’m a conservative so please don’t accuse me of being a socialist or a communist. But when this abortion of a car is flying off the shelves and millions are making minimum wage I can see how the seeds for another revolution are being planted before our eyes.

    • FunctionForm

      People will spend money on those things that they perceive have value. A lot of people’s livelihoods rely on the people who’s incomes buy these cars. People are free to produce something that brings value to someone else and create their own wealth.

      That’s what the West represents, but the socialists are working overtime trying to destroy it.

  • MarketAndChurch

    If I were crazy rich, I’d have like 4 of these too, so it’s not surprising.

  • DMJ

    I would get a Jimny, a pair of jeans, white t-shirt and some nice sunglasses and I would get a lot more attention from all the girls at the country club party where the Cunniliguslanns are parked.
    Being cool is cheap.

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