The high-riding Roller is doing its job, paving pathways to a whole new pool of people.

When it launched the Cullinan in May, the Rolls-Royce team boldly pitched it as the only purpose-built luxury SUV in the world. We're not sure what Bentley would have to say about that, but it appears the high-riding, high-sided Roller is already a success, drawing new customers to the brand.

Speaking with CarAdvice at a local preview of the Cullinan in Melbourne, Ian Grant, Rolls-Royce client sales manager for Asia Pacific, said the car is attracting plenty of new business.

"We're seeing first-time Rolls-Royce customers, people who we haven't spoken to and are coming to us and saying: 'Fantastic. We've been waiting for the past three years for you to launch this vehicle, and now we're ready'," Grant said, standing next to a black Cullinan with a mandarin (or CarAdvice orange) coach line.

Say what you will about the car in pictures, it packs a serious visual punch in person.

"That's been one of the most exciting things: not only are we speaking to our loyal customers that we've been selling our product line-up to for many years, there's now this whole new dynamic of customer coming through, which is really positive – and I think it assures a very very bright future for Rolls-Royce," he continued.

As for what those customers look like? They're wealthy, of course, and generally have a family to cart around.

"The average age, I would say, is 38/39 years old. [They're] business leaders, et cetera, who actually want a vehicle that's now versatile for their families," Grant explained.

"These men and women have grown up and created their careers, created their wealth, and live this luxury lifestyle – and they've had their toys... Now they're moving forward, and they need a much more versatile and usable vehicle," he continued.

"Naturally this leans closer towards a family lifestyle of vehicle, whereas the other cars in our range are more independent in your driving or being driven along. I think that's one of the key things for this car."

It's not a regular family car, of course. The display vehicle in Melbourne was fitted with the optional two-seat configuration at the back, with a champagne bottle and glass holder in the central bulkhead, and a beautiful pair of tumblers accompanying a decanter in the middle armrest.

The luggage area is actually separated from the rest of the car by a glass partition (optional) for a more serene experience, lest anyone open the boot in a cold climate and upset the cabin's ambience. Everything is customisable, in keeping with the 'bespoke' focus of Rolls-Royce.

In fact, Grant maintains the degree of potential customisation is what separates the Cullinan from, say, a Bentley Bentayga. Well that and the fact the Rolls-Royce is massive.

"You're buying a much larger vehicle, for a start," Grant said.

"The bespoke capabilities of Rolls-Royce are second to none. You can see with the design aspects of this car [pictured above] alone is just really showing off how we can bring different colour swatches through, different textures, different feelings to the car," he explained.

"Rolls-Royce don't make mass luxury. We make unique, bespoke luxury items, and these cars are all tailored to individual customer needs."