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And they’re off: first wave of ultra-luxury SUVs hits the roads

Not all luxury brands believe an SUV offering is right for them, but they could be missing out. By Megan Lampinen

The SUV segment is so hot that even the ultra-luxury brands are adjusting their model strategies to get in on the action. Rolls-Royce, Lamborghini and Bentley have all caved in, confirming plans to launch models in a segment they had previously given a wide berth. This month sees the first of the ultra-luxury offering hit the roads.

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