The realm of ultra-luxury brands is witnessing a notable shift as they venture into the off-road SUV market, a domain previously deemed unlikely. Brands like Rolls-Royce, Aston Martin, Bentley, and Lamborghini have joined this segment with models like the Cullinan, DBX, Bentayga, and Urus.
Newcomers such as the BMW XM Label Red and the Ferrari Purosangue, along with established off-roaders like the Mercedes-AMG G 63 and Range Rover, further diversify the landscape. Even lesser-known models like the Maserati Levante and the Toyota Crown SUV contribute to the growing spectrum.
Among these contenders, the V12-powered Cullinan and Purosangue vie for dominance, offering discerning buyers distinctive choices. However, despite the exclusivity of these brands, they are not yet considered true exotics.
Yet, the possibility remains for brands like McLaren or Bugatti to disrupt the market with their SUV offerings, elevating the segment to new heights.
For instance, digital car content creators like Cole Kessel, known for his AI-generated designs, envision Bugatti’s next move. Speculation suggests a hypothetical SUV model following the Chiron hypercar, featuring a new V16 hybrid powertrain.
Although such rumors remain speculative, they underscore the potential for innovation within the luxury SUV space. As Bugatti approaches its centenary anniversary, enthusiasts eagerly await the brand’s next evolution, reflecting on its storied history while anticipating future milestones.
