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Written by Jason Barlow
Where next for Rolls-Royce? Parent company BMW has invested heavily in its pinnacle luxury brand, and while Munich has been an astute and benevolent custodian, expect activity to increase following the Cullinan. Rolls" CEO, the generally implacable Torsten M ller- tv s, issued an uncharacteristically intemperate response to the provocative comms strategy that attended the reveal of Aston Martin"s pure-electric Lagonda hyper-luxury car at Geneva in March. This was construed by some as a call-to-arms to the BMW board to get a move on with formalising an electric strategy for Rolls-Royce, whose magnificent 2016 103EX concept car demonstrated just how forward-thinking this traditional luxury brand was prepared to be. Rolls will hit commercial paydirt with the Cullinan regardless of whether you like the idea of a super-luxury SUV, or indeed the way this one looks. Rolls" relationship with its customers is particularly intimate, and there are things happening in its Bespoke division that boggle the mind. Ferrari"s SP cars are cool, but Rolls leads the way when it comes to the resurgence of automotive haute couture. Anything and everything is possible.
Date written: 9 Oct 2018
More of this article on the Top gear website
ID: 13624
Where next for Rolls-Royce? Parent company BMW has invested heavily in its pinnacle luxury brand, and while Munich has been an astute and benevolent custodian, expect activity to increase following the Cullinan. Rolls" CEO, the generally implacable Torsten M ller- tv s, issued an uncharacteristically intemperate response to the provocative comms strategy that attended the reveal of Aston Martin"s pure-electric Lagonda hyper-luxury car at Geneva in March. This was construed by some as a call-to-arms to the BMW board to get a move on with formalising an electric strategy for Rolls-Royce, whose magnificent 2016 103EX concept car demonstrated just how forward-thinking this traditional luxury brand was prepared to be. Rolls will hit commercial paydirt with the Cullinan regardless of whether you like the idea of a super-luxury SUV, or indeed the way this one looks. Rolls" relationship with its customers is particularly intimate, and there are things happening in its Bespoke division that boggle the mind. Ferrari"s SP cars are cool, but Rolls leads the way when it comes to the resurgence of automotive haute couture. Anything and everything is possible.
Date written: 9 Oct 2018
More of this article on the Top gear website
ID: 13624