What’s that you say? The Land Rover Range Rover isn’t expensive, exclusive, or luxurious enough for you? Well, fret no more: Autocar reports that Land Rover is working on an even more premium variant of its venerable SUV to do battle with the upcoming SUV models from the Bentley and Lamborghini brands.
After rolling out the limited-edition Range Rover Autobiography Ultimate Edition, Land Rover brass feel that there is demand for an even more expensive model. “The Ultimate Edition shows there’s an opportunity to go up a notch in price,” brand director John Edwards told Autocar. “We tested the market for a reason. We always learn for future models.”
The fourth-generation Range Rover is due by 2014 – the current model is already 10 years old – and it is expected that the flagship Range Rover model could move further upmarket to make room for other Range Rover-branded models, like the Range Rover Sport and Range Rover Evoque. Whatever ultra-lux model does appear, expect it to leapfrog the Autobiography Ultimate’s price tag of $170,000.
It comes as little surprise that Land Rover may be prepping an über-premium Range Rover, as the high-end luxury SUV market is about to get more crowded and we’re sure the legendary automaker wants to hold its ground. Bentley showed off the EXP 9 F Concept SUV at the Geneva Motor Show last month; despite many claims of brand dilution and poor styling, it shows that Bentley is serious about adding a crossover as its third model line. We have repeatedly reported on rumors circling about a Lamborghini SUV (heresy as it may be) to be shown at the Beijing show next month. And, although the plan was scuttled, Aston Martin even toyed with reviving its Lagonda brand with an ungainly crossover based on the Mercedes-Benz GL-Class.
Says Land Rover’s Edwards: “Bentley and Lamborghini are entering the market and it’s exciting. We welcome them and are confident we can compete.”