Erling Haaland earns approximately £500,000 per week. Which means the £180,000 he has lost on his Rolls-Royce Cullinan is not painful to him in the way it would be to most people. However it remains a significant loss that should be avoided.
The Numbers
A new Rolls-Royce Cullinan in 2022 cost approximately £400,000 with options. Today, that same car is worth approximately £220,000. A loss of £180,000 in four years. Adjusted for inflation, the real loss adjusted for inflation is closer to £240,920.
A Rolls-Royce Cullinan loses 40.2% of its value after five years and the curve is not gentle. At £180,000 lost over four years, that is £45,000 per year. £3,750 per month. £865 per week on top of fuel, insurance, servicing, and tyres.
Why This Keeps Happening
The Cullinan is a genuinely extraordinary car. The V12-powered 563 horsepower SUV is one of the most refined cars in the world. The cabin craftsmanship is unmatched in the SUV world. The bespoke options available through the Rolls-Royce Bespoke programme mean that no two Cullinans are truly identical. It is, by every subjective measure, the finest luxury SUV ever made.
None of that protects it from the fundamental reality of what it is: a volume luxury car built to sell. Rolls-Royce sells thousands of Cullinans annually. It is not limited. It is not the end of an era. It has no fixed production ceiling. And luxury cars sold in volume to wealthy buyers who want the newest specification depreciate sharply, consistently, and without mercy.
All luxury cars tend to suffer from depreciation, mainly because their wealthy owners want to maintain having a new car with all the latest design and technological advancements. As a result, relatively new luxury cars get discarded, and those with plenty of money don't want them. The Cullinan Series II facelift arrived in 2024, pushing Series I prices down further. Haaland's 2022 car is now a previous-generation example in a market being supplied by owners who have moved on to the updated version.
Don't Let This Happen to You
Haaland can absorb this loss without noticing it against the backdrop of a £26 million annual salary. Most car buyers cannot. And the lesson of the Cullinan. Spectacular car, spectacular depreciation is not that you should buy a worse car. It is that you should apply a different standard to the cars you choose to spend serious money on.
The cars that don't do what the Cullinan does exist. They are the ones with genuine scarcity, irreplaceable character, and a growing pool of buyers competing for a fixed supply. They hold their value. Some of them grow in value while you drive them. They are not always the most obvious choices.
Don't buy the wrong cars. I've spent a significant amount of time putting together a non-generic list of the 100 best investment cars to buy in 2026, under-appreciated, last of their kind, and where the market of buyers is growing.
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