Rolls-Royce just announced a unique approach to vehicle development.
Instead of keeping development as secret as possible, British automaker Rolls-Royce has teamed with National Geographic to publish daily video and photographic content during the final stages of Cullinan’s development. Dubbed “The Final Challenge,” the SUV will take on grueling conditions in Northern Europe, the Middle East, and the United States one last time ahead of its world debut later this year. Alongside will be acclaimed explorer Cory Richards, who was National Geographic's Adventurer of the Year in 2012.
“I promised the public three years ago that I would involve them in the development and testing of the Rolls-Royce Cullinan, and I continue to keep that promise by making The Final Challenge, a public trial,” comments Torsten Müller-Ötvös, CEO of Rolls-Royce. “Today’s public and customers will see Rolls-Royce in a wholly new light as Cullinan demonstrates just how capable a Rolls-Royce can be. And in a few short months, our customers will be able to experience this capability for themselves as they get behind the wheel of this truly compelling Rolls-Royce that is Effortless, Everywhere.” The plan is to document the journey with daily updates from the Rolls-Royce and National Geographic social media accounts.
The series will begin on April 4 in the Highlands of Scotland before heading to the Alpine snowscapes of Austria, then onto the scorching deserts of the Middle East. Lastly, the Cullinan will take on the toughest terrain in the United States, most of it off-road. The Cullinan will be Rolls-Royce’s first SUV, built to the ethos of “Effortless Everywhere.” The new model will be based on the same aluminum platform as the new Phantom and will most likely use a unique version of the company’s 6.8-liter V12.