Now, it seems it's Rolls-Royce's turn to tout an upcoming SUV. This week, the British uber-luxury brand's sales and marketing boss admitted the stately British luxury icon is working on a machine to get muddy.
Like Lamborghini, Rolls-Royce hasn't guaranteed it will deliver a hardcore 4x4, but it's working to make the off-roader tick all the brand's boxes.
"Sports and Utility are not two words you normally associate with Rolls-Royce," Jolyon Nash told the media this week.
"The challenge we have given our designers is a concept that fits Rolls-Royce.
"If we don't come up with something that is truly a Rolls-Royce, then we won't be entering the segment," he stated.
Since it announced its interest in an SUV earlier this year, Rolls-Royce has insisted any vehicle it built would need to sit above the Range Rover or the upcoming Bentley off-roader.
If nothing else that's sure to ensure exclusivity and an eye-watering price tag.