Range Rover buyers are spending big to go bespoke, a trend that has pushed the automaker to claim the sky is the limit for pricing. The brand is aggressively moving upmarket, aiming to shed its identity as a traditional car manufacturer in favor of a modern luxury company. This shift is evident in the company’s strategy to expand its bespoke offerings, which now includes ultra-exclusive editions that can cost hundreds of thousands of pounds more than standard models.
Managing director Martin Limpert told Autocar that the brand will not stop at its current high prices. He explained that the company is focused on generating value for the customer through deep personalization. This includes options that extend beyond standard paint and stitching to materials the customer might have a personal relationship with.
“I don’t see a limit,” Limpert said. “Honestly, I think it depends on the value that we generate for the customer.” The company is preparing to open another 12 commissioning suites, known as ‘Range Rover Houses,’ which will allow clients to immerse themselves in luxury experiences and view exclusive models before they go on sale.
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One example of this push is the SV Asilomar edition, which was presented during Monterey Car Week. Limpert told Autocar that the car was sold for $550,000 (£410,230), roughly double the price of the Range Rover SV.
A House of Brands
This strategy of high-end personalization fits into a broader plan by Jaguar Land Rover to reframe its three SUV marques. The company aims to create larger gaps between the Defender, Discovery, and Range Rover. Limpert said the new models are meant to give each brand its own space to define and grow its personality, rather than telling customers which one to buy.
Defender is positioned as the rugged off-road vehicle for adventure, while Discovery focuses on versatility and family togetherness. The Range Rover, under this new structure, serves as the ultimate expression of luxury. Limpert noted that the incoming GT model will be a complementary fifth model rather than a replacement for the aging Evoque or Velar. The GT is predicted to start around £70,000, keeping the entry point for the brand accessible even as the top end of the market expands into the seven-figure range.