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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.

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/Bloomberg

More 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.