Range Rover is confident the UK market can stomach a £125,000 version of its iconic offroader. The super-luxury SUV is set to go head-to-head against new rivals from Bentley, Lamborghini and Aston Martin Lagonda.
After testing the response with its 2011 Autobiography Ultimate Edition (pictured), brand director John Edwards is comfortable Land Rover can now push the MkIV Range Rover into a higher price segment.
“We tested the market for a reason,” he explained. “We always learn for future models. I was quite nervous about it.
“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, of course, has already unveiled its behemoth EXP 9 F concept — to variable response — at Geneva, and Lamborghini will lift the wraps from its new SUV at Beijing this month.