Rolls-Royce SUV on cards

The ultra-luxury brand is expanding the lineup that sits below its Phantom flagship after unveiling its new Wraith coupe at the Geneva motor show, with the man at the top admitting an SUV is a potential addition to the family.

Confirmation of the SUV investigation confirmation comes as Bentley pushes ahead with a production plan - including much-needed styling tweaks - of its EXP 9 F concept car and other upscale brands including Lamborghini and Maserati also work to provide an SUV solution for new-age families.

"There is potential for a high-end luxury vehicle in that segment. I wouldn’t rule it out, let's say it that way," the chief executive of Rolls-Royce Motor Cars, Torsten Müller-Ötvös, tells Carsguide in the closest thing to an all-out admission.

"The big question for us is "Does it fit for Rolls-Royce?" We have to ask if it is possible to create an authentic Rolls-Royce in an authentic way that will fit into that segment. That is something we need to get our arms around."

Insiders confirm a serious research plan for an SUV as Rolls-Royce looks to morph its two-door Wraith into a convertible, as well as considering an even-smaller car than the Ghost, which shares its mechanical package with the BMW 7 Series.

"I would say, with Wraith we have taken the first step after Ghost to move the brand into new territory. Definitely. And my clear understanding and long-term strategy is to move the brand on further." Müller-Ötvös has high expectations for the Wraith and reveals the thinking behind the name, which was first used by Rolls-Royce in 1938.

"It is Scottish, it is kind of a ghost, a black ghost, and a much more menacing ghost. This is the positioning of the car. Wraith is more menacing. Wraith is the most powerful car in our history. Wraith is also a car that, I don't want to say the evil brother of the Ghost, but it is on the more menacing side."

Müller-Ötvös says the success of the Wraith is almost guaranteed and he hints strongly about a convertible to follow, probably within two years. "We have a substantial amount of firm orders with down payments. I've said quite often that this car lends massively to a convertible, or a drophead coupe as we call it. But this is not the moment to discuss a convertible. The time will come."

Some analysts regard the Wraith as a Bentley buster, providing the sporty driving and head-turning looks that have worked well for the rival brand. “I would not be surprised to see a couple of Bentley GT buyers coming along and purchasing our car. It's now around every single street corner in London.

“(But) I wouldn't say that we are competing against Bentley, because we operate in a far different price segment. This car is more expensive than Ghost. We are very keen to remain rare. We're not chasing volume."

But Rolls-Royce could easily boost its volume with an SUV, or a sports activity vehicle as Müller-Ötvös calls it. The question now is the timing and the likely styling and price. "Regarding SAV or SUV-type vehicles, it's an interesting segment. It is very stable and is growing.

"There are no firm plans on our hands to bring an SUV type of car into the market, but it's an interesting segment," he says with a smile.

This reporter is on Twitter @paulwardgover