Rolls-Royce Mulls SUV Addition to Brand

Luke Vandezande
by Luke Vandezande

Rolls-Royce, BMW’s ultra luxury brand, is reportedly considering the possibility of building an SUV.

Despite that, it seems hesitant at best to venture down the same controversial path as Bentley did last March in Geneva when it unveiled the EXP 9 F (seen above) to a crowd of pucker-faced journalists.

Earlier this week, recently appointed Rolls-Royce board member Harald Kreuger discussed the brand’s plans for expansion which include going beyond its current Phantom and Ghost models.

Doing so could be a risky play for the brand. It was only earlier this year that Daimler decided to shutter its Maybach brand because of poor sales. While Rolls-Royce and Bentley are sustaining themselves, largely because of strong demand in the Chinese market, the cost associated with developing a new car would be immense.

Big research and development spending is hardly out of the ordinary for any car company, but pulling the trigger on making a new model that would never expect to see high volume sales is very risky.

The company is also working on offering coupe and convertible versions of its smaller Ghost sedan as well as expanding the limited edition models it offers.

[Source: Inside Line]

Luke Vandezande
Luke Vandezande

Luke is an energetic automotive journalist who spends his time covering industry news and crawling the internet for the latest breaking story. When he isn't in the office, Luke can be found obsessively browsing used car listings, drinking scotch at his favorite bar and dreaming of what to drive next, though the list grows a lot faster than his bank account. He's always on <A title="@lukevandezande on Twitter" href="">Twitter</A> looking for a good car conversation. Find Luke on <A title="@lukevandezande on Twitter" href="">Twitter</A> and <A title="Luke on Google+" href="">Google+</A>.

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