# Anticipated Luxury SUVs The Rolls-Royce Cullinan is the First Suv Designed by the Luxury Brand By Justin Lam | Published 2018-02-15 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/rollsroyce-cullinan References: [luxurylaunches](http://luxurylaunches.com/transport/its-official-rolls-royces-upcoming-suv-will-be-called-cullinan.php) & [fortune](http://fortune.com/2018/02/13/rolls-royce-cullinan-suv-diamond/) The Rolls-Royce Cullinan is the long awaited SUV that was first announced three years ago. While this vehicle is the brands first foray into the SUV maket, Rolls-Royce prefers to describe the vehicle as a luxury 'high-sided' car. The name of the vehicle is a not-so-subtle nod towards the rare 3,106-carat diamond that was found more than 100 years ago in a South African Mine. The vehicle has done through quite and extensive development cycle and the name of the car is again set to reflect the epic process that was required to create the [Cullinan Diamond](https://www.trendhunter.com/trends/rolls-royce). The Rolls-Royce Cullinan sports a beautiful camouflaged inspired design and shares quite a few qualities with the [Phantom](https://www.trendhunter.com/trends/phantom-series) luxury limo. This new vehicle is however the first Rolls-Royce to feature all-wheel-drive. There are not internal specs on the vehicle yet, nor have any performance specs been released. The Rolls-Royce Cullinan is set to debut in 2018 at special closed-door events across different markets. However, the vehicle has already been spotted a few times being tested at the Nürburgring and on the streets of California. Image Credit: Rolls-Royce ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 83% | Activity: 62% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Luxury Suvs:** Disruptive innovation opportunity: Create upscale SUV models with luxurious features and design. - **High-sided Cars:** Disruptive innovation opportunity: Develop high-end vehicles that combine the comfort and style of luxury cars with the utility and versatility of SUVs. - **All-wheel Drive:** Disruptive innovation opportunity: Introduce all-wheel-drive technology in luxury vehicles to enhance performance and handling in various driving conditions. ### Sectors Adopting This - **Automotive:** Disruptive innovation opportunity: Redefine the concept of luxury vehicles by integrating SUV qualities and innovative features. - **Luxury Brands:** Disruptive innovation opportunity: Expand the luxury brand market by venturing into the SUV segment with prestigious and high-performing vehicles. - **Automotive Testing:** Disruptive innovation opportunity: Develop advanced testing techniques and facilities to improve vehicle performance and safety. ## Related on Trend Hunter - [Style-Refined Luxury Sedans](https://www.trendhunter.com/trends/phantom-series.md) - [Luxe Wood-Accented Sedans](https://www.trendhunter.com/trends/rollsroyce-amethyst-droptail.md) - [Minimalist Luxury Sedan Concepts](https://www.trendhunter.com/trends/rollsroyce-concept.md) - [Opulent Feature-Rich SUVs](https://www.trendhunter.com/trends/2022-range-rover.md) - [Trailblazing Luxury Electric SUVs](https://www.trendhunter.com/trends/luxury-electric-suv.md) - [Ultra-Exclusive SUV Models](https://www.trendhunter.com/trends/range-rover-sv-carmel-edition.md) - [Luxury Hybrid SUVs](https://www.trendhunter.com/trends/2021-range-rover-sport.md) - [Luxe Winter Sport SUVs](https://www.trendhunter.com/trends/2024-range-rover-sport-deer-valley-edition.md) - [Bronze-Accented Monochromatic SUVs](https://www.trendhunter.com/trends/2026-range-rover-sv-black-edition.md)