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The Rolls-Royce Cullinan is a hit with buyers, as the British luxury marque is striving to keep up with demand for its SUV, Automotive News Europe reports. The order books for the Cullinan is packed out through July, and the new addition to the line-up continues to rake in the orders, said the CEO of Rolls-Royce Motor Cars Americas, Martin Fritsches.

“I would like to have a little bit more supply. And I don’t get it because we are running on 100% of production capacity, increasing the production capacity throughout the weeks and months, but still not being able to catch up to demand,” he said. Rolls-Royce had already grown its staff to 2,000 personnel with its most recent addition of 200 employees to its plant last year, the report noted.

Half of the Cullinan’s customers are new to the brand, according to Fritsches, and within that customer base is a growing proportion of younger and female buyers. “Many customers that already drive a Dawn or a Phantom buy a second Rolls-Royce, but this time it’s an SUV,” referring to the Cullinan. The marque sold 4,107 vehicles in 2018, a record year for Rolls-Royce.

The updated model line-up, which also includes the full-sized Phantom, has motivated many of the 44 dealerships in the Americas region to invest in upgrades, the report said. Most have been refurbishing and increasing workshop capacity, while nine dealerships are set to open new showrooms in the region.

Rolls-Royce sold around 100 vehicles in Canada last year, and Fritsches expects the Cullinan to boost that figure to 150 in 2019.

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