New range-topper will push Range Rover even further upmarket
2 April 2012

Land Rover is confident that the new Range Rover can establish a foothold in the super-luxury SUV segment prior to the launch of forthcoming rivals from Bentley, Lamborghini and Aston Martin Lagonda.

The firm tested the waters for a £125,000 Range Rover with the 2011 Autobiography Ultimate Edition, and the success of that model has encouraged Land Rover to push the Mk4 Range Rover into a higher price segment.

See pictures of the Range Rover Autobiography Ultimate Edition

“The Ultimate Edition shows there’s an opportunity to go up a notch in price,” said brand director John Edwards. “We tested the market for a reason. We always learn for future models.”

Edwards said he wasn’t initially sure how the market would respond to a £125k Range Rover. “I was quite nervous about it,” he said. “The top model before that was £90k, so it could have been interesting. But they all went straight out of the door. The rush in China, Russia and Middle East was huge, and the UK exceeded forecasts, too.”

Bentley previewed its first foray into the SUV segment with the EXP 9 F concept at the recent Geneva motor show, while the Lamborghini SUV will be previewed with a concept at next month’s Beijing motor show.

“Bentley and Lamborghini are entering the market and it’s exciting,” said Edwards. “We welcome them and are confident we can compete.”

Enjoy the week's top pictures in our free Car Pics iPad app - great high-res photography (1024x768 pixels) exclusive to the iPad

Download the Car Pics app for your iPad now

Join the debate

Comments
18

2 April 2012

Some ultimate edition is a thing but pricing the new Range at £125k I think it is not a good decision. Not all the current customers I know are ultra-wealthy and a 40% price increase could put them off. I also think that many of the current customers would choose a Range Rover even if a more expensive SUV from Bentley is on sale, it's not all about the price.

2 April 2012

[quote matsoc]Some ultimate edition is a thing but pricing the new Range at £125k I think it is not a good decision. Not all the current customers I know are ultra-wealthy and a 40% price increase could put them off. I also think that many of the current customers would choose a Range Rover even if a more expensive SUV from Bentley is on sale, it's not all about the price.
[/quote]

Only the top-end specifications will be at this price, there will be a full range of engines and trim levels below this to satisfy all customers. But generally the 'range' of the prices will rise I understand, but so will the quality and content of the vehicle.

I think there's room for RR, Bentley and Lamborghini in this market - they all have different 'DNA' so I think you're right some people will always choose a RR. (and if the Bentley turns out to look like the concept then I don't think the guys at JLR will be too worried!)

2 April 2012

The cost of premium cars is fast approaching house price levels if not there already. That policy has to crash and burn sooner or later. In fact, there's a sub-culture in the States that puts the house second and the car first - you live in a trailer and invest your savings in a high powered prestige car or truck.

2 April 2012

Trying to beat off the competition by "extreme priced snob value" is totally ridiculous. The RR is an attractive brick (to some who seem to buy it).. but this idea mooted is so far to the right as to be laughable. Bentley - Lambo - Massa - even another fancy Porsche would bury it in the snob value, and lets be honest - these buyers are not going mud plugging are they. So having something seriously different will sell more than the RR which would be seen as a "wannabe".

2 April 2012

[quote Los Angeles]sub-culture in the States [/quote] They must have been visiting Russia !! I am daily gobsmacked by the cars owned by folk living in communist built prefab flats - Gwagons and ML Mercs even a bloody Phaeton.. makes me laugh

2 April 2012

So, £40k for an Evoque and £125k for this. I guess that's one way for Land Rover to make money - while they're still fashionable...


2 April 2012

[quote Johnny English]

So, £40k for an Evoque and £125k for this. I guess that's one way for Land Rover to make money - while they're still fashionable...

[/quote]

To quote your tagline, "+1".

2 April 2012

[quote Los Angeles] cost of premium cars is fast approaching house price levels [/quote]

I hear what you're saying LA, but the reality is that in virtually all cases with these vehicles, the people buying 125k vehicles are not the ones living in 125k homes.

I think the pertinent part of the article is the planned target audience - China and Russia are producing mega-millionaires at a rate the US and UK can only dream of, and my limited exposure to the Chinese boom has shown that if you're making that sort of money, its all about showing everyone else.

Sales of 125k Range Rovers will probably be the exception in the UK, but make no mistake, this pricing policy will not crash and burn in the "emerging" markets for a long time to come.

LG

2 April 2012

Think this says more about the pound and the UK, outside the south east at least, we are a second world country at best.

Ok it is pretty up north, but the infrastructure is diabolical, the local buses are all third hand at best and then there are the nodding donkey bus trains.

Oh it's pathetic that I just whine about it on here and do nothing about it, at least those Greeks have some cojones.

Have a nice week all.

2 April 2012

All very well having it priced at $125k for growing markets like china, russia and ofcourse the middle east, they are all loaded, but for many other markets round the world it may put off a few buyers

Pages

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Hyundai Kona
    First Drive
    18 October 2017
    Hyundai's funky-looking Kona crossover with a peppy three-cylinder engine makes all the right noises for the car to be a success in a crowded segment
  • Citroën C3 Aircross
    First Drive
    17 October 2017
    The Citroen C3 Aircross has got funky looks and a charming interior, but it's another small SUV, and another dynamic miss. Numb steering is just one thing keeping it from class best
  • Skoda-Karoq 2.0 TDI 4x4
    First Drive
    16 October 2017
    Diesel version of Skoda’s junior SUV is unobtrusive and undemanding, but we’d still go for the silkier petrol version of the Karoq
  • Audi Q7 e-tron
    First Drive
    16 October 2017
    Expensive and flawed but this understated diesel-electric Audi Q7 has a lot to offer
  • Citroën C3
    First Drive
    16 October 2017
    Is the third gen Citroën C3 ‘fresh and different’ enough to take on its supermini rivals? We spend six months with one to find out