Well it looks like the competition is stepping up its game in the realm of luxury SUVs, so Land Rover has decided to take things to a whole new level, that more than likely won’t be trumped.
With Bentley hitting the market with the new Bentayga, Rolls-Royce prepping the release of its Cullinan, and even Mercedes-Maybach having a stake in the game, Land Rover isn’t about to leave the top end of the market to its rivals.
Land Rover certainly has a reputation to keep, especially as the nameplate prides itself for the development of the luxury segment. John Edwards, Jaguar Land Rover’s Special Vehicle Operations managing director, revealed that the British car manufacturer is capable of “stretching” the model even further on the social ladder, stating: “I’ve never been worried about the Bentley threat – I have always thought it brings an opportunity to grow the segment. It recognizes we have created a segment and it is flattery that Bentley and Rolls-Royce soon want to join in.
The flagship Range Rover model currently starts at $84,950, but can be spruced up all the way up to $199,495 in the top-level, long-wheelbase SVAutobiography edition . Edwards says there should be room to push north of the $250K mark after all is said and done.
That would make it a good three times the price of the base model, which might seem quite the stretch, so JLR SVO will have to pull some serious tricks out of its hat in order to justify the asking price. But we assure you that Land Rover isn’t about to let Bentley and Rolls-Royce steal away its customers without a fight.