Rolls-Royce struggling to meet demand for Cullinan
Order books for uber-luxe crossover are filled through to July this year. As a result, the British marque is looking to increase its production capacity further again to satisfy demand.
Rolls-Royce is reportedly maxing out its production capacity after the launch of its "high-sided" Cullinan crossover, having also set a sales record in 2018.
Industry journal Automotive News reports the company's first SUV (though Rolls-Royce refuses to use such a pedestrian term) has filled the order books through to July already, and that the company's sole plant in Goodwood is maxed out.
"I would like to have a little bit more supply," said Martin Fritsches, CEO for Rolls-Royce Motor Cars Americas, "and I don't get it because we are running on 100 percent of production capacity, increasing the production capacity throughout the weeks and months, but still not being able to catch up to demand."
Rolls-Royce sold 4107 vehicles globally in 2018, marking a new yearly record for the marque.
Fritsches added that many current owners are buying the Cullinan as their second vehicle, seeing it as 'a natural addition to their collection'.
"Many customers that already drive a Dawn or a Phantom buy a second Rolls-Royce. But this time it's an SUV," he said.
The Cullinan is seeing strong interest in North America, too, thanks to the extra capability of the crossover's raised ground clearance and all-wheel drive system.
In Australia, the Cullinan is priced from $685,000 drive-away before options.
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