Cars
For Rolls-Royce, the Future Is Customization, Not Electric
Bespoke services mint the money.
CEO Torsten Müller-Ötvös poses with the Rolls-Royce Cullinan SUV at its media launch in Chichester, U.K. Named after the largest discovered diamond, the $325,000 vehicle is the latest in a long line of six-figure big rigs from the world’s most prestigious automakers.
Photographer: Luke MacGregor/BloombergMore than 90 percent of all Rolls-Royce vehicles sold are so personalized they’re practically one-offs.
With the Phantom estate car, that number reaches 99 percent. And with the Cullinan SUV, it reaches absolute levels: Of the Cullinan SUVs sold, 100 percent have been customized.