Highest-spec versions of new Range Rover will retail at over £100k, placing the car against upcoming Bentley and Lambo SUVs
Global Brand Director Edwards says the new Rand Rover is "designed to venture north in terms of price"
Edwards says there is plenty more to come in terms of interior options and equipment
The mooted rivals are set to go on sale around 2015 with reported price tags around £150,000. Talking at the Paris motor show, Edwards said that the presence of £100,000 Range Rovers in the range now demonstrated the firm's intention to fight its high-end rivals head on.
"This new car is designed to venture north in terms of price, that's clear," said Edwards. "Now you can easily spec over £100,000 and there is clearly more we can do in terms of choices of leathers, woods, finishes and technology packages.
"Range Rover has nothing to fear from anyone. We have an authenticity in the SUV market that nobody can touch. We are specialists in what we do, we know the market better than our rivals, we have three icons already there in Range Rover, Discovery and Defender and a design classic in the Evoque, and we look ahead with confidence."