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.â€
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.â€
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.â€
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