Over the past decade the British carmakers have given us a whole line of beauties, introducing a new and improved Phantom, Ghost and Wraith. The company yesterday announced plans to craft a new super luxury sport-utility vehicle, a car that will either display a progression in design or juxtapose everything we think of when admiring the Rolls Royce.

Torsten Mueller-Oetvoes, the car maker’s chief executive, and Peter Schwarzenbauer, chairman, published an open letter stating they want to make ‘a new car that offers the luxury of a Rolls-Royce in a vehicle that can cross any terrain.’

The new Rolls-Royce will be ‘a high-bodied car with an all-new aluminium architecture’ built in Goodwood, already celebrated for adhering to modern requests.

With the industry now displaying an adherence to lighter, more eco-friendly vehicles it seems the venerable British car makers are moving with the times, aiming to create a beautifully classic car that speaks to the modern road user.

Mr. Oetvoes told British journalists last month that he had no doubts the SUV segment would continue to grow in global car markets.

‘For me the main question has always been, ‘Is it the right segment for Rolls-Royce, does Rolls-Royce fit into that segment, how will we look in the segment?’ he told the British daily The Telegraph.

The new Rolls-Royce SUV aims to revisit earlier RR models that “conveyed pioneers and adventurers like Lawrence of Arabia across the vastness of unexplored deserts and over mountain ranges,” Mr. Oetvoes and Mr. Schwarzenbauer said in their open letter.

What do you think, is there demand for such a vehicle or does it go against everything we know and love in the Rolls Royce? Leave your comments below.