Rolls-Royce seeks street cred with California hot rodders

Rolls-Royce has sent its Cullinan Black Badge out under the cover of night to join the hot rod community, as you can see in this short video.

Why? Because apparently Rolls-Royce believes that, like its own customers, hot rodders “take risks, break rules and build success on their own terms.”

We’d have like to have seen the Long Beach, California crew take their angle grinders to the Cullinan and create a R-R Rat Rod, but sadly they don’t get their hands on the Roller, cruising alongside it instead.

Still, credit where credit’s due, Rolls-Royce is at least willing to take risks in its marketing exploits, whether it’s this or creating a whole car around a puzzle.

The video was shot as part of an exhibition called “King of the Night” which was on show at Rolls-Royce Beverly Hills.