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Land Rover Pushing Ahead With Upscale Range Rover

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On: Thu, Apr 5, 2012 at 12:13PM | By: Chris Weiss

Land Rover Pushing Ahead With Upscale Range Rover

Land Rover is facing more competition than ever. These days, every luxury automaker offers an SUV, and the format is about to go ultra-premium in the form of Bentley, Maserati and Lamborghini SUVs. Land Rover will respond by bumping the Range Rover up in price and package to keep from losing the spotlight.

We originally heard tell of a higher end Range Rover last year, and Land Rover is reportedly pushing full steam ahead in moving the next Range Rover up market. The company tested the waters with last year's Autobiography Ultimate Edition, a limited edition, $170,000 version of the Range Rover Autobiography with such ultra-premium accoutrements as a drink cooler and an aluminum and Kalahari wood laptop table. That model sold with no issues, experiencing particular success in China, Russia and the Middle East.

Rover's brand director John Edwards told Autocar this week: "The Ultimate Edition shows there’s an opportunity to go up a notch in price. We tested the market for a reason. We always learn for future models."

Land Rover is confident that it can compete with newcomers like Bentley and Lamborghini and plans to slide the Range Rover up into a higher price bracket. Specifics as to what the price will be and what equipment will justify it remain 'to be announced', but we expect the Autobiography edition will serve as a preview. Autocar reported in the past that the interior will get larger, roomier and more premium. Engine options are expected to look much the same as the current Range Rover, however.

Bentley launched its first SUV concept at last month's Geneva Motor Show and Lamborghini is expected to show its take on utility at this month's Beijing Motor Show.


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