Currently reading: JLR SVO boss: Range Rover SV Coupé can take on Bentayga
John Edwards believes his creation can take the fight to the most luxurious of SUVs but add an element of classlessness

Now that Land Rover's two-door Range Rover SV Coupé is here, questions have turned to what role the model will play in the luxury SUV segment.

To gauge its chances against an increasingly long list of rivals, we speak to the boss of JLR's Special Vehicle Operations department, John Edwards.

New Range Rover SV Coupé revealed with £240k price tag

What if demand exceeds the planned 999 units?

“We had that issue with the Defender Works V8 [which is limited to 150 units]. We could have done 400 or so and we were tempted but you can’t because part of the proposition to customers is that it’s exclusive.”

What if a customer has ‘bad’ taste when it comes to personalisation, which can be detrimental to the brand? 

“Ultimately, the customer is right. But we do try to steer them if we don’t think something will look good. It’s why we always have a designer there [when a customer is specifying an SVO car].”

Opinion: Why the Range Rover SV Coupé can justify its stratospheric price

What about the growing list of luxury SUV rivals?

“We wouldn’t have produced this car if the Bentley Bentayga hadn’t entered the market. I love the fact this SUV segment has grown. The fact there’s a lot of competition is good because we can’t be complacent. The SV Coupé has a right to compete in that segment.”

Why buy this over such rivals?

“We are better at all-terrain capability than others. It’s one thing that sets us apart. And Range Rover is a classless car. If you drive a Bentley Bentayga or Rolls-Royce to a supermarket, it creates a different impression than driving a Range Rover. It can be seen anywhere, doing anything. It’s also an iconic product that has evolved over time.”

How Autocar personalised a fantasy Range Rover SV Coupé

Read more

Range Rover Velar review 

Range Rover SVAutobiography review

Range Rover Sport SVR


Read our review

Car review

We drive - and fittingly, are driven in - JLR's latest Special Vehicle Operations creation: the ultra-luxurious Range Rover SVAutobiography

Add a comment…