Ibiza and Rolls-Royce have had come of (modern) age in tandem. As the Balearic island transformed from being a hippy holiday destination of the rich and infamous to a renowned party hotspot and hedonist hangout, Rolls-Royce went from stodgy brand to the must-have marvel for the nouveau riche, without losing its most loyal fans.
What binds the two together is wealth. Rolls-Royce clients vacation in Ibiza, though they may not drive while they are there, instead arriving on-shore via private jet or dinghy.
The Rolls-Royce Cullinan SUV draws in those populations with aplomb, serving families as a daily driver, nearly the exact opposite of the audience of the company's heralded Phantom sedan.
It was designed to take owners to the destinations of their dreams, finding itself as equally at home at the Beverly Center as it is on the dunes outside Dubai and entrances to the ski slopes of Courchevel, France.
Ibiza is a break from the daily grind, offering respite to the weary traveler, or all the excitement of a night watching Diplo or Calvin Harris spin for thousands of sweaty all-nighters. Or both. It's the buyer's choice.
Cullinan mirrors this, allowing more traditional Rolls-Royce customers to enjoy its "effortless everywhere" driving style, elegance and poise with customized colors, styling and appointments. Or, it can be a loud statement in Black Badge form, turning heads with boisterous sophistication.
Nothing has changed under the skin of Cullinan for its Series II redo. The technology and aesthetic lifts move the model into today, adding in digitized and mechanized elements from the Rolls-Royce Spectre all-electric coupe, and Rolls-Royce Ghost sedan.
This Cullinan goes even further than that, bringing in new Bespoke elements that heighten the experience for buyers. The highlights of these can be found on seats and door panels, simultaneously loudly and softly welcoming in the influence of fresh approaches to common design elements.
Thenew Duality Twill woven rayon upholstery is made from up to 2.2 million stitches and 11 miles of bamboo thread, and Placed Perforation, a series of up to 107,000 0.8- and 1.2-millimetre perforations in a cloud formation, showcase the exquisite craftsmanship and artistry that Rolls-Royce's army of artisans is capable of.
Bold colors and patterns intertwine in a robust and sophisticated way, bringing together loud and soft colors, exuding the tried and true patterns found on many luxury goods, perhaps most famously by Louis Vuitton. Unlike on the Mercedes-Benz CLA Class Concept, the look is properly restrained.
This Rolls is meant to be driven, and most of them are piloted by their owners rather than the chauffeurs of the past. It's no longer passé to be seen behind the wheel of a super luxury car, but there's nothing wrong with switching it up for a ride in the back, and Cullinan is poised for that as well.
Though it was happy to take up most of the lane on the narrow roads around the Spanish island during the test drive, it was happiest arriving at the exclusive Jondal beach club, bringing its passengers across a bumpy driveway where the Magic Carpet Ride technology leveled the cabin to absorb the annoyances.
Easy steering and competent braking make the 6,000-pound model a pleasure to steer while passersby gawk with mouths open like codfish. Even if the design isn't your cup of tea, there's no bad time to be seen in a Rolls-Royce.
It is at the Ibiza coastline where opulence meets simplicity, for both the Rolls and the Ibiza chic. Wearing thousands of dollars of Balenciaga and Dior garb and donning Cartier and Van Cleef & Arpels drip, this new generation of the jet set dip in the ocean and head back to a shore where a bottle of champagne sits on ice awaiting a pour.
Modern, younger buyers look to the more aggressive Black Badge line, with its urban design elements adding a subtle touch of flash. The Spirit of Ecstasy can wear a black finish in these models, giving onlookers another reason to stare. Based on the order book, it's what those customers want, and what they can afford.
Rolls-Royce has managed to do something that very few brands have done. They have not only continued to build their client roster, but done so by meeting them where they are, whether by introducing new models, debuting the Black Badge line or offering fresh designs that push the boundaries for technical interior innovation.
Cullinan Series II is a next step, a foot forward for a model that has quickly become one of the company's best-sellers since debuting just a few years ago.
Like Ibiza, Rolls-Royce continues to evolve and remains a highly desirable destination for the world's elite. Both push the boundaries of taste and expense and, if you can afford it, you know why they are on your must-explore list.
Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Eileen Falkenberg-Hull leads the Autos team at Newsweek. She has written extensively about the auto industry for U.S. News & ... Read more
