It used to be that carmakers would try their best to keep everything about a new model a secret before it is launched. But these days, with virtually anyone with a phonecamera able to capture a ‘spyshot’, it is not easy to keep things secret. It’s even harder when the model is nearing launch and prototypes have to be driven on public roads and stop at public areas.

So these days, a new approach is being taken and it’s also probably because new models come with so much new technology and many innovations that to present everything at one go may not be helpful. So prior to the model’s debut, highlights are revealed, sometimes with pictures and even videos which serve to generate more interest.

As the arrival of the Cullinan nears and final preparations are made, Rolls-Royce offers a glimpse into what will undoubtedly be ‘the best seat in the house’. Refusing to call it a SUV or crossover, the company prefers to talk about how this new model ‘will be Effortless, Everywhere, delivering effortless luxury everywhere its owner chooses to venture’.

Related story: Rolls-Royce confirms its all-new model will be called ‘Cullinan’

The first of its authentic Bespoke features is the Rolls-Royce Cullinan Viewing Suite. Automatically deployed at the touch of a button, two rear-facing, beautifully contemporary, finest leather chairs and a cocktail table gracefully emerge from within the rear compartment. From this luxuriously comfortable viewing platform, a Cullinan owner may take in the world’s most breathtaking vistas or view a sports event or even watch their children take part in their school sports day.

This approach is a first for both the automotive and luxury industries and comes from a deep understanding of the lifestyles and expectations of the most demanding clients in the world – Rolls-Royce customers. A Rolls-Royce owner should not have to sit on a rear door folded down, like owners of SUVs.

“From the day we conceived of Cullinan, we were focussed on offering a truly authentic and luxurious Rolls-Royce experience to our customers through fascinating surprise and delight features,” explained Torsten Muller-Otvos, CEO of Rolls-Royce. “The beauty of Cullinan’s Viewing Suite, the manner in which it deploys so effortlessly, the attention to detail, the finest leathers that match the interior of the customer’s Cullinan, and how it all comes together to bring beautiful furniture to the most remote places, all bear testimony to the unequalled Bespoke competence of the designers and craftspeople at the Home of Rolls-Royce. It is a beautiful piece of furniture.  Indeed, it is the best seat in the house.”

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[Chips Yap]

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