While the British luxury marque refuses to call it something as pedestrian as an SUV - rather referring to it as an "all-terrain, high-sided vehicle" - the new Rolls-Royce will aim to become the most opulent and desirable high-riding vehicle on sale when it launches sometime during 2019.
Don't think the Cullinan will chase volume with reduced pricing, however. Ian Grant, global client sales manager for Rolls-Royce's Asia Pacific division, says the new model will be positioned towards the top of its range, much like the Phantom - the next-generation of which is scheduled to be revealed later this year.
"We don’t chase volume. We’re not going smaller, we’re not going cheaper," he said. "Larger is certainly the way we’re heading."
The Cullinan will offer a new four-wheel drive system, along with all-aluminium underpinnings - to be shared with the next Phantom - that will not only save weight, but allow the company to create a "truly athletic Rolls-Royce".
Like the new Phantom, expect the Cullinan to bring plenty of up-to-date features and technologies, like a fully-digital instrument cluster and active safety systems, along with the highest-quality leathers, fabrics, metals and woods to ensure first-class levels of luxury and comfort.
Stay tuned to CarAdvice for more updates as they come to hand.