Range Rover Expands Bespoke Program to Rival Bentley and Rolls-Royce
Jaguar Land Rover (JLR) is aiming to enhance its presence in the ultra-luxury segment with the Range Rover line, seeking to compete with prestigious brands like Bentley and Rolls-Royce. The flagship model, the SV Ultra, is priced at $252,800. Martin Limpert, the managing director, emphasized their goal of being recognized as a modern luxury brand rather than just an automotive manufacturer. At the 2022 Monterey Car Week, they unveiled the exclusive SV Asilomar, fetching $550,000. In 2024, JLR plans to launch 12 "Range Rover Houses" for bespoke options and will introduce a new all-electric GT model to its portfolio.
Key facts
- JLR is expanding Range Rover's bespoke commission business without limits.
- Range Rover aims to compete with Bentley and Rolls-Royce.
- The SV Ultra starts at $252,800.
- The SV Asilomar, a one-off build, sold for $550,000.
- JLR plans to open 12 'Range Rover Houses' next year.
- Martin Limpert is Range Rover's managing director.
- The SV Asilomar was unveiled at Monterey Car Week.
- JLR teased an all-electric grand tourer called the GT.
Entities
Institutions
- Jaguar Land Rover
- Range Rover
- Autocar
- Bentley
- Rolls-Royce
Locations
- Monterey Bay
- Monterey Car Week