For those unfamiliar with Mansory, imagine if someone looked at a Rolls-Royce and thought, "This isn't quite flashy enough."

The German tuning house, founded by Kourosh Mansory in 1989, has made a name for itself by taking some of the world's most expensive cars and making them... well, more.

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The end result might be even more Ferrari than what came out of Maranello.

Whether that "more" is better is entirely subjective and usually causes violent arguments among car enthusiasts.

The Cullinan, named after the largest diamond ever discovered, is already Rolls-Royce's most controversial model.

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When it launched in 2018, purists were horrified that the maker of the world's finest motorcars would stoop to building an SUV.

But with base prices starting at $400,000 and most examples selling for well over half a million after options, it quickly became Rolls-Royce's bestseller.

Mansory's latest interpretation of the recently facelifted Cullinan takes what was already an exercise in excess and - gives it more excess.

The modifications start with a completely redesigned front end featuring illuminated grilles - because apparently, the standard Rolls-Royce grille wasn't attention-grabbing enough.

They offer the backlighting in either blue or white, presumably depending on how much you want to upset traditional Rolls-Royce owners.

The carbon fiber additions are extensive enough to make a Formula 1 car feel inadequate.

There's a new hood (available in two different carbon finishes), flared wheel arches that make the car even wider, and enough carbon fiber vents to keep a small power station cool.

The 24-inch forged aero-disc wheels look like something from a concept car, while the rear end seems to have been designed by someone who thought the Mercedes-AMG GT Black Series was too subtle.

But Mansory isn't just about visual drama.

They've somehow extracted 720 horsepower and 774 lb-ft of torque from the twin-turbo V12 engine - because clearly, the standard Cullinan's 563 horsepower wasn't enough to get to Harrods quickly enough.

The result is probably the only Rolls-Royce that could be described as "brutal."

The modified Cullinan represents an interesting shift in luxury car culture.

Traditional Rolls-Royce buyers would have considered any modification sacrilege, but today's wealthy buyers often view their ultra-luxury SUVs as canvases for personal expression.

Whether that expression needs quite so much carbon fiber and illuminated grilles is another matter entirely.

Price?

If you have to ask, you probably can't afford it.

But considering a standard Cullinan starts at $400,000 and Mansory's modifications typically cost as much as a decent house, you're looking at the kind of money that would make even a hedge fund manager think twice.