It used to be fairly simple: if you wanted a luxurious SUV, you went with a Range Rover. That was before every luxury automaker got into the crossover market, and moved the top of the line ever further northwards. Now Land Rover could respond by moving its flagship model even further upmarket.
Speaking with Automotive News, Land Rover’s chief designer Gerry McGovern suggested that the arrival of the new Discovery could give the company room to make the Range Rover an even more upscale proposition.
“I think Range Rover has no way reached its ceiling in terms of price,” McGovern told AN. “As we make [the Discovery and Discovery Sport] more premium, it becomes incumbent on us to make Range Rover even more luxurious, and that is what we are focused on.”
Where the Range Rover Sport currently starts in the United States at around $65,000, the flagship Range Rover just gets started at $85k. The HSE model edges north of $90k, the Supercharged model starts at over $100k, the Autobiography retails for $140k, and the top-of-the-line SVAutobiography (pictured) edges close to $200k.
That makes for a mighty expensive SUV. But with the Bentley Bentayga starting at nearly $230,000, the Range Rover could have room to move even further upscale – especially with Rolls-Royce soon to launch a crossover of its own.
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