The CEO of Roll-Royce has taken another thinly veiled swipe at rival automaker Bentley for basing its Bentayga on the same platform as various other Volkswagen Group products.

Speaking to Automotive News Europe, Rolls-Royce boss Torsten Müller-Ötvös said he didn’t expect Cullinan sales to fall since the vehicle offered “very convincing substance”.

“Our strategy is clear. We are not in any way camouflaging a [BMW] X7 and presenting it as a Rolls-Royce,” he quipped.

“Our clients are very astute and understand what they get for their money. You can't just offer bling any more, you need to offer very convincing substance. That is what we have delivered,” Müller-Ötvös added.

In 2017, the German-born CEO made similar comments about the Bentayga, saying “you don't want a camouflaged [Audi] Q7 in that segment”.

The Bentayga, of course, shares its MLB Evo platform with the Audi Q7 and Q8, Lamborghini Urus, Porsche Cayenne (and Cayenne Coupé) and Volkswagen Touareg.