Range Rover is increasing its focus on bespoke luxury SUVs, with the brand saying there is effectively no upper limit on what customers could spend for highly customized vehicles. The strategy aims to expand Range Rover’s presence in the ultra-luxury market through exclusive commissions and personalized models.
Range Rover Targets the Ultra-Luxury Market
The most expensive new Range Rover currently available in the United States is the SV Ultra, which starts at $252,800 before options.
According to an interview with Autocar, Jaguar Land Rover plans to place greater emphasis on bespoke commissions as it competes with established ultra-luxury brands known for extensive customization.
“The sky is the limit” for pricing on future bespoke Range Rover models, the company said as it expands its personalization program.
Martin Limpert Outlines the Brand’s Vision
“We don’t want to show up as a car company, we want to show up as a modern luxury company,” Range Rover Managing Director Martin Limpert said in an interview with Autocar.
Limpert said bespoke vehicles represent an important part of the company’s business strategy as demand grows for highly personalized luxury SUVs.
SV Asilomar Edition Reached $550,000
Last year, Range Rover created a one-off SV Asilomar Edition for a customer in the United States.
Limpert revealed that the customized SUV sold for approximately $550,000, more than twice the price of a standard Range Rover SV.
“Bespoke is a really big business area for us,” Limpert said. “We curated for a U.S. customer the SV Asilomar Edition, which was sold for $550,000, roughly double the price of the Range Rover SV. But after elevating and curating it with the personal requirements, that’s where we ended up.”
More Range Rover Houses Planned
Over the next year, Range Rover plans to open 12 additional commissioning suites known as “Range Rover Houses.”
The locations are designed to allow customers to participate in creating personalized vehicles in a luxury setting. The company expects the facilities to appeal to buyers who might otherwise commission custom vehicles from Bentley or Rolls-Royce.
When asked how expensive a bespoke Range Rover could become, Limpert said, “I don’t see a limit.”
“Honestly, I think it depends on the value that we generate for the customer. It really depends on the levels of customization capabilities, where we’re really trying to push the boundaries—from paint jobs, to stitching, to embroidery, to getting a family crest or your family name on different places of the veneers and so on.”
Limpert also said the company is willing to use new materials that are not currently offered if requested by a customer.
Bespoke Models Support Brand Strategy
According to the report, these exclusive commissions support Land Rover’s broader effort to further distinguish the Defender, Discovery, and Range Rover sub-brands.
The strategy also reflects a wider industry focus on improving profitability through higher-margin vehicles as luxury automakers respond to changing customer demand and the costs associated with electric vehicle investments.
The report cites Porsche as one example of a luxury manufacturer planning to reduce production.
Conclusion
Range Rover is expanding its bespoke vehicle program with additional commissioning suites and increasingly personalized luxury SUVs. The company says customization possibilities will continue to grow, with pricing ultimately determined by the level of personalization requested by each customer.
