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NEWS
Aussie SUV obsession fans Rolls-Royce interest
Prestigious brand believed to be assessing an SUV for its model range – for markets like AustraliaNobody's saying it directly, but the Rolls-Royce brand is in a state of flux... particularly in Australia.
Sales are up, thanks to the success of the Ghost sedan (and the follow-up Ghost Series II), as well as the Wraith coupe – shortly to spawn a new 'drophead' convertible version.
But something's missing if Rolls-Royce is to be truly a 21st Century car manufacturer... and that something is an SUV.
Paul Harris, Regional Director in the Asia/Pacific region for the prestigious brand admits that Rolls-Royce is evaluating the prospect of an SUV joining the range, but there's no news beyond that.
"It's a very interesting segment globally, because it's one of the segments that seems to be the most robust, and one of those ones that continually grows – at the expense of others, actually," he told motoring.com.au during the local launch of the Ghost Series II this week.
"So SUV's an interesting segment, but we're not sure about it...
"We cannot confirm or deny, other than to say that we are looking at it."
One thing Harris could acknowledge was that the success of SUVs in the Australian market was a significant factor in Rolls-Royce considering an SUV for the range.
"I think Australia is one of the many contributing markets that made us look at the segment. We know what that segment's about and know what direction the segment's going in, but does it fit us?"
There appear to be no technical challenges facing Rolls-Royce in developing an SUV, and given Bentley's commitment to the market there wouldn't seem to be any great buyer resistance either. But Harris says that making that leap into SUV marketing is all the more difficult for Rolls-Royce, due to the brand standing for certain qualities that are not necessarily consonant with SUV traits.
"I think the SUV appeals to people who like a different driving style... elevated seating position with the option of quite flexible interior space.
"A Rolls-Royce has always got to be about certain commitments; one is the 'magic carpet' ride; the other is: it's got to be near silent in the way it drives around. And effortless, it's got to be effortless in every way you engage with the product – and arrive refreshed. That's the whole purpose of a Rolls-Royce.
"So how that would fit in that segment is to be determined – if it is to be determined... and whether it's right and appropriate for us."
As for Rolls-Royce being guided by the existence of Bentley's own SUV, Harris is too polite to snigger derisively, but his answer clearly places his brand on an altogether different plane from the VW-owned former stablemate.
"Our company's not really guided by anything else, other than what it wants to do in itself ... our buyers are not making decisions about other products; they're making decisions about other investments for their luxury spend, whether it's a house, a yacht, a helicopter."
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Written byKen Gratton
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