Range Rover Claims There Is No Price Cap On Its Custom SUVs

Range Rover is moving upmarket by targeting ultra-luxury buyers with bespoke commissions. With no price ceiling on custom builds, the brand is positioning itself to compete directly with Bentley and Rolls-Royce by offering extreme, high-end personalization.

The British automaker is shifting to the ultra-luxury market, removing price ceilings for bespoke commissions to compete with Bentley and Rolls-Royce. Following the success of the $550,000 one-off SV Asilomar Edition, the brand plans to open 12 new “Range Rover Houses” to facilitate high-end personalization, ranging from rare materials to custom embroidery. This strategy focuses on high-margin, low-volume vehicles to elevate the brand’s position as a modern luxury leader.

Range Rover is opening 12 “Range Rover Houses” to offer bespoke, ultra-luxury vehicle commissions. With no price ceiling, the brand aims to compete with Bentley and Rolls-Royce by offering extreme personalization, including custom materials and embroidery. This strategy shifts the focus to high-margin, low-volume sales to solidify the Range Rover sub-brand’s status as a modern luxury leader.

Luxury brands are prioritizing high-margin, low-volume vehicles to counter falling profits and EV investment costs. Range Rover is following this trend by targeting ultra-luxury buyers with bespoke commissions, competing directly with Bentley and Rolls-Royce. The success of custom projects like the SV Asilomar Edition proves there is a strong demand for extreme personalization, offering a more lucrative alternative to mass-market sales.

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