Diamond Standard

Anyone who’s experienced rush-hour traffic is familiar with the situation where you need to switch lanes, turn signal alight, and no one among the crowd will give way. At the helm of the all new Rolls-Royce Cullinan, you’ll experience no such frustration. Activate your indicator and the red sea of brake lamps will swiftly part ways for this magnificent expression of automotive divinity.

The privilege of experiencing the Cullinan was granted to me by MotorCars of Atlanta, Georgia’s premier Rolls-Royce, Aston Martin, Lotus, McLaren, and Lamborghini showroom. A soft launch and test-drive event was hosted at the Ritz-Carlton Residence’s valet driveway in the heart of Buckhead, an apt atmosphere for the newest and arguably most prestigious entrant to the ever-growing field of luxury SUVs. A million thanks to Bri, marketing manager for “MotorCars” for inviting me, as well as Rolls-Royce representatives John, Peter and Dave for showing me around.

It’s often considered sacrilege in the enthusiast community when a manufacturer that’s established itself with a certain type of automobile “sells out” and builds an SUV. Porsche attracted a fair bit of criticism from Stuttgarter die-hards who may have seen it as an affront to what Porsche stood for, and the recent slew of tall wagons with extra ground clearance has gone as far as supplanting sedans as the “standard” car of choice, be it a bestseller or indeed a flagship. That said, there’s no arguing the runaway success that the Cayenne, as well as other marques’ SUVs, has achieved and I can appreciate how this success contributes to the expansion of each respective company’s product lines.

As one of the most distinguished automakers in the business, Rolls-Royce is in a privileged position. When a marque is rooted in exclusivity, sales volume isn’t the primary goal. Rolls-Royce does not offer trim-levels or option packages; each model is bespoke, tailored to each individual’s criteria, and with 32 exterior finishes, 21 shades of leather, and 8 different types of wood trim available, one would be hard-pressed to find two Rollers that look alike.

In that regard, the claim that the Cullinan is “a Rolls-Royce like you’ve never seen before” can sound redundant. Ultimately, an automobile manufacturer is a business, so while sales volume may not necessarily be the focus, it’s only wise to answer to the direction the market is taking. However, while other automakers have committees and focus groups to dictate their product plans, Rolls-Royce is able to take a more personal approach, thanks to their small and select group of “patrons.”

Mainstream manufacturers have customers and high-line companies have clients, but Rolls-Royce refers to their group of owners as patrons. “We are afforded a unique advantage with being such a small manufacturer in that we have such a small group of patrons. We’re afforded this unique sort of rapport that we do lean on from time to time,” says Alex Innes, head of Rolls-Royce’s coach building design.

The representatives informed me that several Rolls-Royce loyalists were directly consulted regarding the design and direction for the Cullinan. While the market does indeed call for more trucks, the Goodwood coachbuilders only move forward at their patrons’ requests.

That said, an SUV makes more sense for Rolls-Royce than it may for a company like Porsche, BMW, or Maserati, given that the company has no sporting pretensions to nod to. The Spirit of Ecstasy has always graced large, comfortable, leather-lined mansions on wheels, so an SUV is a logical next step for their newest model, although Rolls-Royce prefers a different moniker. In keeping with further separating the brand from the rest of the automotive world, Rolls-Royce Global Product Communications Manager Andrew Boyle has repeatedly referred to the Cullinan project as a “High Sided Vehicle” during its development.

“A number of other brands are entering into this area as well, with their own interpretations of what a luxury SUV should be…I think you’ll find that it’ll be a different interpretation to what’s available today,” said Boyle.

Is a Rolls by any other name still just as stately? The signature blocky, broad-shouldered styling lends itself well to an SUV, giving the Cullinan a refreshingly traditional truck-like profile. The Parthenon grille, crowned by the famous Spirit of Ecstasy dominates a front end that closely resembles the Phantom flagship. Around the back, things are far more subdued with nothing particularly distinctive other than a split-folding tailgate. It’s a simple, classy design that will age well as it ought to given Rolls-Royce’s relatively long timeline between product cycles. It’s not what one may call “beautiful,” but it’s undeniably dignified, and exactly how a Rolls-Royce SUV should look. It’s a shape that will likely age with more grace than its contemporaries.

Of course, a Rolls-Royce’s chief priority is its interior. “We aren’t a company that’s bound to cost,” stated Peter, a Rolls-Royce representatives who guided me through the interior, “We simply offer the best of everything.” That philosophy is present in every surface, switch, and swathe of leather that graces the Cullinan’s cabin, and it makes itself known before you even climb in.

Upon opening the door, I was washed over by the sweet, buttery aroma of Rolls-Royce’s meticulously crafted leather hides. The manner in which these hides are selected is an art in itself, involving free-range bulls of the Simmental breed, raised on a strict grass-fed diet in a moist, temperate climate, conducive to yielding only the softest, healthiest skin. These bulls are already in very exclusive company, and according to Brian Staite, General Manager of Rolls-Royce’s leather shop, “Only one in 100 hides will make it to Goodwood. It is a very, very selective process from the beginning.” Many high-line luxury automakers rely on finding the best suppliers for their interiors. Rolls-Royce relies on finding the best of bovinae. This attention to detail plays its role in the concept of luxury far better than any technology or gadget ever will.

With the art of leather craft mastered, Rolls-Royce continues to elevate the cabin’s atmosphere with creative and inspired trims and finishes. The upper portion of the dash panel is wrapped in a unique and pleasing-to-touch box-cut leather, a material often found on premium luggage, handbags, belts, and wallets. In fact, nearly every surface in sight is covered in some form of leather, wood, or metal, save for the luscious lamb’s wool floormats which made me feel guilty for wearing shoes inside the car.

Nearly every switch and button is cut from metal, and some of the larger knobs are wrapped with a delicate strip of leather. Each control carries a heavy, satisfying weight; a mechanical sensation that is so refreshing in a segment increasingly dominated by finicky, fingerprint-laden touch panels with artificial haptic feedback. After all, winding an automatic watch is far more of an occasion than swiping away on a high-tech smart watch. I meant to thank Peter for his patience, as I spent more than a few minutes pushing and pulling the organ-stop air vent controls. I especially like the large sliders that control the cabin temperature, though I was quite surprised to find that, with all of the amenities available in the Cullinan (including heated armrests), automatic climate control is not included. Perhaps Rolls-Royce has noted that their patrons prefer full control over their climate.

The refinement and attention to detail is present in several components one may not even think about until they see and feel what’s possible at this tier of opulence. The scarce few square inches of plastic on the interior are neatly disguised with a glassy, piano black or chrome finish. The interior lighting’s frosty cyan lenses are a thing of beauty, as are the meticulously detailed speaker grilles of the Rolls-Royce Bespoke audio system. All eight wood trim choices are open pore, giving a rich, natural texture that’s a class above the glossy wood veneers found in many other luxury cars, which often reminds me of the tabletops at a steakhouse chain.

Any seat in the Cullinan is a wonderful place to be. Behind the rear coach doors, a “Lounge Seat” is available; Rolls-Royce parlance for a rear bench. However the Immersive Seating option, which splits the rear passenger area into two individually adjustable thrones makes for a better experience. Seats are heated and ventilated, with a massage function, and are topped by pillowy headrests that rival the clouds of Heaven itself. The lavish center console houses a refrigerator for champagne, along with two flutes, and a decanter.

After spending a considerable amount of time basking in the Cullinan’s elegance, I made my way back over to Bri to thank her again and say my goodbyes. Have you ever experienced a moment that didn’t register right away because of how incredulous it sounded? I was almost ready to leave before she asked, “Did you drive one?” There I was, among three examples of a vehicle that had yet to go on sale, from one of the most renowned automakers in the world, at a complete loss for words. “Go on and drive one!” she insisted. It’s not often that a bucket-list experience is offered up as readily as someone asking if they can grab me a coffee on their way over.

Standing six feet tall, 17.5 feet long, and weighing in at nearly three tons, the Cullinan is a tremendous thing to behold. It dwarfed the nine Range Rovers we counted pulling in and out of the Ritz-Carlton’s driveway as we were setting up for our drive. “This must be the Rangie capital of the States!” John snickered. He and his colleagues have been touring the country with this Cullinan trio and he told me he had seen more Range Rovers in Atlanta than he has anywhere else. Land Rover has long been the mainstay for luxury SUVs, and now Rolls-Royce has given them something to look up to.

To produce a completely flat cabin floor, driveline components packaged in a way that sacrifices some ground clearance while creating a watchtower-like driving position. Staring out over the vast hood, Spirit of Ecstasy leading the way, imparts a heady feeling of distinction. The Cullinan has presence in spades, a presence that followed me as I settled in behind the wheel. On the topic of that steering wheel, it’s an interesting juxtaposition against the Roller’s palatial dimensions. The Cullinan never hides its heft, but it’s a fascinating feeling to command such a massive machine through such a delicately thin-rimmed tiller with finger-light effort.

A Rolls-Royce may well be a car that’s best enjoyed from the back seat, but from a driver’s perspective, there’s something to be said about the effortless, enchanting manner in which the Cullinan carries on. If a supercar’s thrill lies in its ability to make your heart race, a luxury car’s greatest strength is its ability to calm. The well-insulated cabin shields you from the commotion of the outside world, eliciting the serene silence of a snowy winter morning.

Air suspension at all four corners absorbs any and every pavement imperfection, producing a ride akin to a feather floating in a river of lotion, though given the truck’s titanic mass, I wouldn’t be surprised if it was simply flattening every bump and crack we drove across. The carefully calibrated suspension does excellent work of reigning in that mass through corners and under braking, all but eliminating body roll and dive. The Cullinan cannot hide its sheer size, but it does an excellent job of managing it. Settling into my drive, my breathing slowed. My muscles and joints relaxed, and my heart-rate reduced; the stresses of navigating uptown traffic en route to the highway quickly melted away. Activate the massaging seats and it’s very nearly a therapeutic experience. Drive a Rolls-Royce, and you may well live longer.

As we approached the on-ramp for GA 400, John prodded me, “Go on and put your foot in it.” In my foot went, which was followed by a distant whir and a whispered hiss from the Cullinan’s twin-turbocharged 563 bhp, 6.75 liter V-12. To say it “accelerates” feels cursory. The Cullinan quietly and confidently advances with little to no indication that it’s approaching illegal speeds other than a small icon in the speedometer to remind you of the posted speed limit. We touched the better part of ninety as we joined the highway, with John chuckling while complimenting the power delivery. A ZF 8-Speed transmission bestows 627 lb.ft. upon its 22″ wheels, though it may as well have been a direct-drive, as peak thrust is available just off idle and never lets up regardless of where the needle on the novel Power Reserve gauge rests. I never once felt the transmission shift gears, and the Cullinan feels as stable and solid approaching 100 mph as it does at a dead stop.

Upon a particularly rough section of the highway, the tires produced an uncharacteristic roar, but that is a simple compromise of the large wheels the Cullinan stands on, and if anything this is further evidence to the silence every other component of the car achieves. In 1958, Rolls-Royce proudly declared that at 60 mph, the loudest noise in their motorcars is the electric clock. Sixty years later, the tires have claimed that title. As perfection is impossible, the Cullinan strives for excellence and succeeds.

Even getting up close to a Rolls-Royce is an experience enjoyed by a privileged few, and while the preceding paragraphs detail the level of craftsmanship and the philosophy behind maintaining Rolls-Royce’s prestige, I never once felt “underdressed” or out-of-place thanks to my gracious hosts. Peter, John, and Dave were just guys like me at the end of the day; lads who love cars as much as they love sharing the experience of the best in the world.

When the gold standard of luxury has long been established, Rolls-Royce continues to craft motorcars which push the boundaries of how luxury is defined.

2019 Rolls Royce Cullinan

Pricing: $325,000 to whatever your heart desires
Engine: 6749 cc (412 cu.in.) Twin-Turbocharged & Intercooled DOHC V-12
Aluminum Block & Heads, Direct Injection
Transmission: ZF 8-Speed Automatic
Horsepower: 563 bhp @ 5000 RPM
Torque: 627 lb.ft. @ 1600 RPM

Performance
Zero to 60 mph: 4.8 sec
Zero to 100 mph: 10.5 sec
Standing ¼-mile: 13.0 sec @ 107 mph
Top Speed: 155 mph

EPA combined/city/highway: 14/12/20 mpg

Dimensions
Wheelbase:  129.7 in
Length: 210.3 in
Width: 78.7 in
Height: 72.2 in
Curb Weight: 5864 lbs.