I believe the usage comes from the aviation industry. Cars are usually introduced on a stage, but new airplanes are “rolled out” of a hangar to an appreciative crowd. The OED has the noun “roll out” from 1957 in an aviation context. There is no entry for the verb “to roll out.”
The dictionary does, however, have an 1872 citation from a dictionary of Americanisms for “to roll out” meaning to begin a journey or commence an enterprise. As this is a single cite, I suspect that’s it’s unrelated to the current usage.