The Cullinan is finally out of the bag. The new high-end SUV was unveiled today by Rolls-Royce in Goodwood, UK. This new Rolls is set to bring forward a side of the British brand that a lot of people have simply forgotten about, according to the CEO, Torsten Muller-Otvos.

For this special occasion, the man running the double-R brand stood in front of a camera to explain how this car came to be and what were the goals they were aiming at with it. “The super-luxury lifestyle is evolving and Rolls-Royce is in the lead. Luxury is no longer an urban concept. More and more it is about embracing and experiencing the wider world. Our customers expect to go everywhere in luxury, effortlessly and without compromise, conquering the most challenging terrain to enjoy life’s most enriching experiences, wherever they may be,” said Muller Otvos at the launch of the car.

“For this reason, they have asked us to create a Rolls-Royce that offers uncompromised luxury wherever they dare to venture. Cullinan is that car. It is Effortless, Everywhere. It is incomparable and dramatically evolves the parameters of super-luxury travel, translating Rolls-Royce’s ethos of ‘Effortlessness’ into physical capability, anywhere in the world. Cullinan will simply take the world in its stride,” he added.

The specs certainly seem to confirm his side of the story. The Cullinan comes with an exclusive 4×4 system which is on at all times. Furthermore it is the only SUV in the world right now powered by a V12 engine and has a pneumatic suspension which can be adjusted to gain more ground clearance when needed. At the same time, whenever the car is unlocked it will drop 4 cm (1.5 inches) to allow the ‘patrons’ to get inside unhindered.