Rolls-Royce Can’t Keep Up With Demand For The Cullinan SUV

The Rolls-Royce Cullinan may be exorbitantly expensive but the British marque is actually struggling to keep up with demand for its luxury SUV.

Autonews reports that order books for the Cullinan are full through July and that despite consistently upping production and adding 200 employees to its UK plant since the SUV’s launch, Rolls-Royce wants to increase supply further.

“I would like to have a little bit more supply,” Rolls-Royce Motor Cars Americas chief executive Martin Fritsches said.

“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.”

Money is no object for Rolls-Royce buyers

Prices for the luxurious Cullinan start at $325,000 in the United States and while that’s a huge amount for an SUV, Fritsches said that half of Cullinan buyers are actually new to the brand and that the vehicle is also attracting a large number of female buyers and younger buyers. The Cullinan has also proved popular among existing Rolls-Royce owners and is frequently being purchased as a second Rolls-Royce by those that already own a Dawn or a Phantom.

To cater to the ever-growing customer base throughout the Americas, many dealerships are investing heavily in expansions and refurbishments. There will also be nine new showrooms opening through 2019, including in Palm Beach, Atlanta, and Chicago.

Earlier this month, Rolls-Royce said that every single Cullinan it has built has featured some sort of personalization. Last year, the company also experienced its highest sales year ever by delivering 4107 vehicles to customers in more than 50 countries worldwide.