Rolls-Royce's "Internet celebrity car" has been renewed.
On 7 May, the Rolls-Royce Series II made its world premiere. As a mid-cycle changeover, the Cullinan Series II is still based on the original platform, and the powertrain has not changed.
The main change is in the appearance.
If you take a closer look at the headlights of the old Cullinan, you'll notice that the ends of the daytime running lights bend down a little bit to blend in with the falling lines. On the Cullinan Series II, Rolls-Royce has elongated this segment, with the lines outlined by the LEDs all the way to the front bumper.
Cullinan Series II
The previous generation Cullinan
This brings us to the second noticeable change.
The Cullinan II gets a completely new design of the front bumper, with the original slim chrome strip disappearing in favor of a raised blacked-out trim strip that is more youthful and sharp.
The blackened trim strip is more prominent in the white model
Rolls-Royce says the new upright design is inspired by "the brightly lit skyscrapers of megacities", and that the Cullinan is becoming increasingly popular with the super-rich in the city, with the addition of a luminous grille and 23-inch multi-faceted wheels for the first time as a new way for Rolls-Royce to interpret luxury.
Younger and sharper.
For a while, I was really a little unaccustomed to it
Truffle stone brown lacquer
In addition, Rolls-Royce's colour experts have developed a new lacquer finish for the Cullinan Series II, Truffle Stone Brown. The lacquer is derived from a light brown marble with a truffle-like vein, combined with Bespoke's "crystal finish" technique, which gives the Cullinan II a more modern look.
In the interior, there are three main obvious changes:
- The cover of the central control screen has been removed, and it has become a large exposed screen;
- The instrument cluster has changed from 3 circular screens to a whole rectangular screen;
- A new "Gallery of Timepieces" has been added below the clock, which houses a small and delicate statue of the "Goddess of Celebration".
In addition, there are some changes in materials and processes, and the functions are very similar, and the assisted driving is also only to the extent of ACC.
According to Rolls-Royce, the interior colour scheme of the Cullinan Series II reflects Rolls-Royce's new achievements in new plant fibres and modern craftsmanship. The pattern on the perforated leather seats, inspired by the changing clouds, is depicted by up to 107,000 precisely positioned perforations.
In particular, in the Black Badge version, the carbon fibre trim of the instrument panel is made with up to six layers of lacquer and polished by hand to achieve a mirror finish, a process that takes 21 days to complete.
The Black Badge version also features a "Duality Twill" interior style, with 2.2 million stitching on the seats and a total length of 17.7 kilometres.
Of course, if you're really planning to buy a Cullinan Series II, you won't be satisfied with the existing interior, knowing that no two Rolls-Royces are the same. In 2023, Rolls-Royce sold 6032 vehicles in the country, all of which are custom versions.
What's wrong with expensive? It's worth it to be happy.
There's another reason why the Cullinan is worth buying: with Rolls-Royce promising to be electric by 2030, there's a good chance the car will be the brand's last generation SUV with an internal combustion engine.
So, although the more youthful appearance may cause some controversy, at least when you post the car to the circle of friends, others can see at a glance that this is the latest Cullinan, and the copywriter uses this:
The 26-year-old likes to mention Rolls-Royce, full of rituals, and does not rely on anyone, but all on his own P-map.
Jokes aside, over the years, Rolls-Royce owners have indeed been much younger, especially Cullinan owners.
With the Cullinan's popularity and Rolls-Royce's growing haute couture offerings, the average age of Rolls-Royce owners has dropped from 56 in 2010 to 43 today. The average age of Chinese car owners is even lower, at around 39.
Of course, this is also closely related to socio-economic evolution.
Ten years ago, Rolls-Royce's customers were mainly from real estate, finance and mining, but in the last decade, the rise of the Internet industry has given rise to a group of younger entrepreneurs and tycoons. This, of course, also includes those top Internet celebrities, such as Crazy Brother Yang, Simba, Li Jiaqi, etc.
According to the data, in 2023, the net income of the above three people exceeded 3.2 billion yuan, 3 billion yuan, and 2.2 billion yuan, respectively.
The reason why Cullinan has become Rolls-Royce's "Internet celebrity car" is inextricably linked to Internet celebrities.
In October 2018, Rolls-Royce selected 30 influencers to attend the Rolls-Royce Cullinan launch event in Wyoming, USA. Influencers have attracted more attention by packaging cars as part of their daily lives.
Maria Tudor, who has worked in public relations at Rolls-Royce's global headquarters, previously revealed that for Rolls-Royce, inviting Internet celebrities to promote publicity is a cost-effective marketing method, and more importantly, Internet celebrities can capture young rich people better than celebrities.
In China, the Cullinan has also become a favorite of Internet celebrities, and it is more practical as an SUV model than the Phantom and Gust, which are commonly seen at weddings.
Yes, Cullinan owners especially like to drive themselves. In popular belief, Rolls-Royce owners tend to have a chauffeur for them, yet only about 10% of Cullinan owners hire a chauffeur.
So don't question Cullinan's more youthful design, maybe it was meant to be for young people who love to drive.
What do you think, Rolls-Royce owners?
Li Hua (李华)
All those on wheels are concerned, and communication is welcome. E-mail: [email protected]
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