Rolls-Royce Cullinan Series II rolls out in Korea

Home > Business > Industry

Rolls-Royce Cullinan Series II rolls out in Korea

Published: 17 Oct. 2024, 17:44 Updated: 17 Oct. 2024, 18:50

CHO YONG-JUN
cho.yongjun1@joongang.co.kr

Audio report: written by reporters, read by AI

The Rolls-Royce Cullinan Series II Black Badge [CHO YONG-JUN]

Rolls-Royce unveiled the Cullinan Series II in the Korean market on Thursday, an updated version of the ultraluxury SUV featuring new looks and technology.

The new model, however, is still quintessentially Rolls-Royce with its V12 twin-turbo engine at the heart of the vehicle.

Rolls-Royce Cullinan Series II [CHO YONG-JUN]

The Cullinan Series II starts at 577 million won ($421,788) — a price largely irrelevant as the essence of Rolls-Royce begins with its Bespoke customization, which allows the buyer to choose any color for the exterior, leather seats, carpets and much more, at extra cost.

“At the end of the day, the fundamental things have not changed, it’s still a Rolls-Royce SUV: the comfort level is the same and the driving experience is the same,” Rolls-Royce’s product manager for the Cullinan II, Kenza Saadi, told the Korea JoongAng Daily after the unveiling event Thursday at the Inspire Entertainment Resort in Incheon.

“But if you want a more contemporary design, a little bit more modern interior with the digital craftsmanship and a little bit more possibilities [with bespoke customization options], the Series II is for you.”

Rolls-Royce Cullinan Series II [CHO YONG-JUN]

The Cullinan backs up the statement at first sight: despite the new bumper design, new more possessing daytime running lights and larger exhaust housing, the Spirit of Ecstasy paired with a humongous Pantheon Grille — illuminated for the first time — and the coach doors visually announce that it is in fact a Rolls-Royce.

The vehicle also features one more Spirit of Ecstasy statue, this time located in the middle of the dashboard, below the analog clock. The miniature is made out of stainless steel and lit from below.

The Series II Cullinan is also offered with the sportier Black Badge specifications, beginning at 670 million won. The Black Badge features the same 6.75-liter V12 twin-turbo engine but provides 29 additional horsepower and 50 newton-meters (36.878 pound-feet) of torque, paired with sports exhaust and sports suspension, but is only 0.1 second faster from 0-60 miles per hour than the normal model.

“We never compare ourselves to sports performance cars; that’s not our philosophy,” the product manager said. “But for those who want just a little bit extra [performance], they can go for the Black Badge.”

Rolls-Royce Cullinan with lime-green leathered seats paired with bamboo-fiber made fabrics [CHO YONG-JUN]

For instance, the Black Badge model displayed at the media event featured 23-inch wheels and the Spirit of Ecstasy finished in dark chrome, with striking Lime Green leathered seats paired with bamboo-fiber made fabrics.

The Rolls-Royce Cullinan, as the model with the highest demand in its lineup, also managed to bring down the average age of Rolls-Royce owners, from 56 years old in 2010 down to 43. The brand, however, wasn’t aiming to go younger, according to the product manager.

“What we are focusing on is increasing the diversity of our clients, in age, backgrounds, tastes, industries and everything,” the product manager said. “They can express themselves all differently [through the Bespoke customization system].”