New Rolls-Royce Cullinan Series II Targets a Younger, Richer Crowd

Launched in 2018, the Rolls-Royce Cullinan quickly became the most popular model in the brand’s line-up. It brought a unique combination of super-luxury appointments and true off-road capabilities to the largest segment in passenger cars, SUVs.

For the new Cullinan Series II, the vehicle has received its most comprehensive update to date, adding an advanced digital interface called “SPIRIT” and a private members app called “Whispers” to the fold. That’s alongside a host of new technologies for the driver, more screens for passengers with streaming capabilities, and radical changes to the front-end design. Most of these changes have been made as the brand recognises a growing audience of younger, richer clients from rapidly expanding regions around the world.

The new Rolls-Royce Cullinan Series II has not been priced for Australia, but the outgoing model is priced from $705,000 plus on-road costs or $810,000 plus on-road costs in ‘Black Badge’ attire.

Rolls-Royce Cullinan Series II | Image: Rolls-Royce

New Target Market for Rolls-Royce, Influenced the Design

You would assume that, like most Rolls-Royce motorcars, this is a chauffeur-driven vehicle for most owners. However, as the average age of Rolls-Royce clients has dropped from 56 (2010) to 43 (2024), it’s become a self-driven vehicle. To put that into numbers, when the Cullinan was first launched, less than 70% were self-driven. Today, less than 10% of owners retain the services of a chauffeur.

That younger target buyer has clearly influenced the design of the vehicle, and while it’s never been the most beautiful thing on the road, the unmatched presence and ‘Rolling Mansion’ effect has been amplified in Series II. According to the brand, ‘verticality’ has been added to echo the “illuminated skyscrapers in the megacities where Cullinan is increasingly at home.”

Notably, the front daytime running lights aggressively streak down from the headlamp… and we have to say, it’s not the prettiest adornment. We’re divided by the new air intakes that are angled outwards in the lower section of the front bumper. By contrast, there’s a gorgeous (and restrained) feature line that leads from the taillight forward to the centre of the floating ‘RR’ centre caps on the rear wheel.

Rolls-Royce Cullinan Series II | Image: Rolls-Royce

We also love the design of the rear where the exhaust treatment has been cleanly integrated with the body design and polished to a mirror-finish in stainless steel. That contrasts with the brushed stainless-steel protective plate running between the exhausts.

Larger 23-inch wheels are offered here for the first on a Cullinan and take certain elements from the all-electric Rolls-Royce Spectre in their design. According to the brand, each wheel is milled from a billet of aluminium, and the three-dimensional seven-spoke design is available in a part or fully polished finish.

Rolls-Royce Cullinan Series II | Image: Rolls-Royce

That Theme Continues Inside With New Technologies

Step inside the new Rolls-Royce Cullinan Series II, and you’ll find a handful of technology that’s been brought over from the Spectre, including the gauge cluster panel in front of the driver and the new, permanently visible Central Information Display. This brings Bespoke personalisation to the digital world where clients can tailor the colour of the instrument dials to complement the motor car’s interior palette or exterior finish.

You also get a private members application with your Cullinan that lets your phone control various aspects remotely e.g. you can send destinations directly to your car, view the location of it remotely, and manage the lock and unlock through the app.

Rolls-Royce Cullinan Series II | Image: Rolls-Royce

For a brand that doesn’t like to roll the dice with cutting-edge technologies, there’s a remarkable amount of tech in the Series II, including connections for two streaming devices to the rear screens, which now incorporate a Bespoke interface for streaming management and controlling seating functions such as massage, heating and cooling.

You also get a Wi-Fi hotspot connection and the capability to connect Bluetooth headphones of any type. That’s when you don’t want to take advantage of the 18-channel 1400-watt sound system.

Spirit of Ecstasy Clock Cabinet | Image: Rolls-Royce

There’s Still Plenty of Craftsmanship

Take a look below the clock on the dashboard, and you’ll notice the new Spirit of Ecstasy Clock Cabinet, which is made from solid stainless steel and placed on her own stage with a matte black back panel and high gloss side panels to create a reflection effect.

A new rayon fabric made from bamboo called ‘Duality Twill’ can also be optioned in the interior and incorporates up to 2.2 million stitches, 11 miles of thread and is the product of 20 hours of construction. The brand says the use of this material was inspired by the extensive bamboo grove in Le Jardin des Méditerranées on the Côte d’Azur, which neighbours Sir Henry Royce’s former winter home, Villa Mimosa. Clients can choose from 51 different colours of thread.

Finally, the same 6.75-litre, 563bhp twin turbo V12, 663 lb-ft of torque, and magic carpet suspension underpin the Cullinan Series II. Pricing for the Australian market is yet to be announced, but expect no change from $1 million once you factor in on-road costs.

Check out Rolls-Royce Cullinan Series II

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