$250k Super-Lux Range Rover on its Way to Fight Bentayga, Cullinan
Base Range Rover Should Remain Sub-$100k
Jaguar Land Rover Special Vehicle Operations (SVO) may soon commission an incredibly luxurious Range Rover to compete with Bentley's just-revealed Bentayga and Rolls-Royce's Project Cullinan SUVs. In an interview with Auto Express, SVO director John Edwards revealed the division views the Bentley threat as an opportunity to reach higher in the segment. “It is flattery that Bentley and Rolls-Royce soon want to join in,” he said.
Moving up from the already brilliant (and expensive) Range Rover SVAutobiography, which starts at $200,490 including destination, the new flagship would cost about £200,000 in England, which converts to more than $300,000 here. However, removing Great Britain’s 20-percent value-added tax reveals that our version of the Range topper would cost about $250,000. It’s a princely sum, no doubt, but one that might still undercut Project Cullinan.
The specialest Range Rover would likely be a fully bespoke beast. As the SVAutobiography already comes with just about everything an SUV owner would want, its more opulent brother would justify its price increase with richer leathers and paint colors, better materials, extensive customization options, and a decadent dealer experience. The Range Rover could also benefit from a slam-dunk bauble like the Bentley’s solid gold and diamond Breitling dash clock, an option that nearly doubles the SUV’s price. Perhaps Swarovski door handles? Or Tiffany Favrile rear quarter windows?
In spite of this growth into higher income brackets, Edwards says it’s important for the brand to maintain its, ahem, cheaper offerings as well. So for those of us who can only afford a $100,000 car, Range Rover won’t be abandoning us any time soon.
Source: Auto Express