We're expecting to learn more about this subject at Geneva early next month, but Rolls-Royce has now confirmed one of its worst-kept secrets: it will build an SUV. So why only now has the announcement arrived? Rolls-Royce informed its stakeholders of the project in a memo. At the same time it's also reaching out to potential customers just to make them fully aware their dream SUV is on its way. What's interesting is that Rolls-Royce CEO Torsten Muller-Ostvos purposely avoided using the term "SUV."

He stated to Autocar that his company is "developing an all-new, high-bodied Rolls-Royce. I'm confident it will deliver on our brand's promise of supreme luxury while being effortless everywhere." What should be interesting to see is how the new RR will differ from the upcoming Bentley Bentayga SUV. After all, both brands cater to the same wealthy customers. Now it's time for them to buy uber luxurious SUVs.