Rolls-Royce Succumbs to SUVs
No longer resistant to the idea of building a crossover SUV as part of an expanded Roll- Royce lineup, the management of the luxury British marque released a letter stating the intention to build a new model that "offers the luxury of a Rolls-Royce in a vehicle that can cross any terrain."
The letter, released jointly by Chairman Peter Schwarzenbauer and CEO Torsen Mueller-Oetvoes, cites the fact that early in the company's history it earned its reputation for dependability by taking top honors in overland adventures such as the Scottish Reliability Trials, London-to-Edinburgh runs and Alpine Trials. Rolls-Royce is part of the German BMW Group.
Although not giving any specifics on the vehicle itself, Rolls-Royce promises that it will be a "high-bodied car, with all-new aluminum architecture," and that it "appropriately reflects Rolls-Royce's brand promise of effortless luxury." Rolls-Royce says that the new vehicle is the result of listening to its customer base in reaching the decision to develop a crossover.
"I am proud to confirm that Rolls-Royce Motor Cars is developing an all-new, high-bodied Rolls-Royce designed to satisfy the contemporary, highly mobile lifestyles of our discerning clients around the world," Torsten Mueller-Oetvoes said. "I am confident that this new Rolls-Royce will fully deliver on our brand's promise of supreme luxury while at the same time being Effortless ... Everywhere. The journey towards this all-new Rolls-Royce begins now and we will keep our customers, enthusiasts and media informed of our progress along the way."
"The BMW Group stands proudly behind this announcement," Schwarzenbauer said. "The Group's continuous investment into the Rolls-Royce Motor Cars brand is paying considerable dividends. Rolls-Royce is the ultra-luxury cornerstone of the BMW Group's premium brand strategy and we will continue to strongly support Rolls-Royce Motor Cars as it moves, confidently, into this new phase in its development."
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