Rolls-Royce is today beginning the final – public – trial of its imminent Cullinan off-roader, tackling rough terrain out in the open in Scotland, Austria, the Middle East and finally the US.
What’s more, this final pre-launch demonstration of the Cullinan’s all-terrain ability will be televised on Rolls-Royce’s social media channels in partnership with National Geographic. Daily updates, fronted by 2012 Adventurer of the Year Cory Richards, will be broadcast from the various locations.
Rolls-Royce has carefully avoided using the term ‘SUV’ in its press releases. The word has become a bit… common, after all. That said, its intent is to challenge the Cullinan to show the depths of its talent on a variety of surfaces. Its strap line is Effortless Everywhere, and Rolls clearly wants to prove that the product can cash the cheques its marketing department is writing.
Starting today in the Scottish Highlands (we don’t have an exact timetable), the tour will then take the car to the snow-covered Austrian Alps, the waterless deserts of the Arabian Peninsula and eventually on to “the toughest terrain in the United States.” That’s a bold claim, and we’ll be watching.