LONDON -- Luxury carmaker Rolls-Royce says it will jump into the highly competitive SUV market by offering a completely new all-terrain vehicle.
Chief Executive Officer Torsten Muller-Otvos said Wednesday the announcement marks a "seminal moment in Rolls-Royce's 111-year journey."
Rolls-Royce follows BMW, Porsche, Mercedes-Benz and other high-end carmakers into the lucrative SUV market.
The company has long been known for its stately, expensive sedans and convertibles.
Rolls-Royce says the new aluminum SUV will have exceptional elegance as well as the toughness needed to cross any terrain.
It did not announce a target date for production or the cost of the vehicle.
