Photo: x-tomi
No matter how you try to go draw around the problem, when you have to shape a massive SUV into an elegant automobile, the result may not meet your expectations. Rolls-Royce is all too aware of the design challenges posed by putting your badge on an SUV and the company may just cancel its project due to this.
BMW Group board member for Rolls-Royce, Peter Schwarzenbauer recently told autocar that the company has yet to reach a decision on the SUV matter, with the styling being the deciding factor here.
“But there’s no decision yet. If we’re not totally convinced, we’re not going to do it. It’s got to look like a Rolls-Royce,” the executive was quoted as saying by the aforementioned source.
The executive added that around 50 percent of the cars sold globally are SUVs, but it’s clear that the Spirit of Ecstasy simply won’t land on a design that risks compromising the brand identity.
In a somewhat ironical manner, Rolls-Royce’s current creations aren’t all that far from SUVs in terms of stature and even ground clearance - go next to one of Goodwood’s creations and you’ll notice how it likes to put a barrier between those inside it and the rest of the world. Aside from the obvious luxury, it’s the sheer massive appearance of the car that achieves this.
Interestingly enough, Bentley isn’t the only carmaker who seems ready to pull the plug on its 2017 Super-SUV plan. Lamborghini’s URUS concept has mostly received positive feedback so far, but this doesn’t necessarily mean Sant’Agata Bolognese will build it. Despite preparing to report record 2014 sales, Lamborghini sees the financial markets as uncertain, citing this as the main reason that may determine it to axe the SUV plans.
While Rolls-Royce and Lamborghini’s hesitation have their pros and cons, Bentley will certainly benefit from this. Once their model is out in 2016, this will basically be the only super-SUV on the market until another major carmaker decides to build one.
“But there’s no decision yet. If we’re not totally convinced, we’re not going to do it. It’s got to look like a Rolls-Royce,” the executive was quoted as saying by the aforementioned source.
The executive added that around 50 percent of the cars sold globally are SUVs, but it’s clear that the Spirit of Ecstasy simply won’t land on a design that risks compromising the brand identity.
In a somewhat ironical manner, Rolls-Royce’s current creations aren’t all that far from SUVs in terms of stature and even ground clearance - go next to one of Goodwood’s creations and you’ll notice how it likes to put a barrier between those inside it and the rest of the world. Aside from the obvious luxury, it’s the sheer massive appearance of the car that achieves this.
Both Rolls-Royce and Lamborghini are giving the 2017 SUV plans a second thought
Rolls-Royce was supposed to start production for its first-ever SUV in 2017, but that timetable looks pretty fragile at the moment. Perhaps the carmaker is extra cautious after Bentley’s SUV situation - Crewe’s EXP 9 F SUV split opinions in terms of design (to say the least) when it was presented back in 2012. Bentley says they’ve seriously modified the styling subsequently, but they’re no longer willing to share this with the public. In what appears to be a case of educate-the-customer-instead-of-asking-him-questions, the Bentley SUV is on track for a 2016 launch, with spyshots continuing to land.Interestingly enough, Bentley isn’t the only carmaker who seems ready to pull the plug on its 2017 Super-SUV plan. Lamborghini’s URUS concept has mostly received positive feedback so far, but this doesn’t necessarily mean Sant’Agata Bolognese will build it. Despite preparing to report record 2014 sales, Lamborghini sees the financial markets as uncertain, citing this as the main reason that may determine it to axe the SUV plans.
While Rolls-Royce and Lamborghini’s hesitation have their pros and cons, Bentley will certainly benefit from this. Once their model is out in 2016, this will basically be the only super-SUV on the market until another major carmaker decides to build one.
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