Having recently gauged the public appetite for a high-end Range Rover via the Autobiography Ultimate Edition, Land Rover have decided that they would indeed be able to compete in the super-luxury SUV market.
The new car – the Mk4 Range Rover – would likely have a £125,000 price tag, much like the Autobiography Ultimate Edition. The firm’s brand director, John Edwards, explained the reasoning:
“The Ultimate Edition shows there’s an opportunity to go up a notch in price. We tested the market for a reason. We always learn for future models.”
Previously, the most expensive Range Rover had clocked in at £90,000, but sales went well and the market in China, Russia and the Middle East justified the offering, not to mention the fact that UK sales outstripped expectations. Edwards said his initial nervousness quickly fell away.
The super-luxury SUV market is increasingly competitive, however. Bentley recently displayed their new offering at the Geneva Motor Show and Lamborghini are due to show their vehicle in Beijing very soon. Aston Martin are also due to enter the market but Edwards feels that Range Rover will still find success.