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Range Rover’s confident move upmarket
Land Rover has benchmarked the new Range Rover against the Bentley Flying Spur and is now much more confident about charging six-figure prices for its all-new model.
Jaguar Land Rover MD Jeremy Hicks told MSN Cars that the £100,000 mark had been a natural barrier for the Range Rover in the past.
“We were always conscious of exceeding it,” he explained. But then, the firm launched the ultra-exclusive Range Rover Ultimate – a near-bespoke model with high-end trim and a heady £125,000 list price.
“We weren’t sure what the response would be, but almost surprised ourselves with the reaction. We could have sold a lot more – this car proved to us we can compete well in the luxury market.”
This is why the new Range Rover is expected to move more upmarket even than the Range Rover Ultimate as the firm looks to attract buyers who would up to now consider a Bentley.
Over the next 18 months, buyers can expect to see even more luxurious and premium-line range-topping Range Rovers.
RANGE BROADENED, NOT RAISED
However, the firm has sensibly not raised the entry price for the range. “The introduction of the new 3.0-litre TDV6 diesel means we’ve kept the same entry-level price as the outgoing model – despite being much more sophisticated, the new vehicle isn’t any more expensive to buy.”
The new diesel engine also averages nearly 38mpg and emits less than 200g/km CO2, making it a more realistic proposition for business users and chauffeurs.
“We saw with the current Range Rover the extent to which people want to come into the brand. By broadening both the range and abilities of the new one, we aim to capitalise further on this.”
Of course, the fact Bentley is planning a £150,000 SUV isn’t lost on anyone either. Will Land Rover launch a super-price Range Rover to rival it, though?
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