Eberhardt: No Separate Brand Above Range Rover For Ultra-Luxury SUVs

Cameron Aubernon
by Cameron Aubernon
eberhardt no separate brand above range rover for ultra luxury suvs

Though Bentley and Rolls-Royce are adding ultra-luxury SUVs to their collections, Jaguar Land Rover has no plans to put one above Range Rover.

Car & Driver reports JLR North America CEO and president Joe Eberhardt stated during the 2015 New York Auto Show that such a thing won’t likely occur, adding that JLR hasn’t yet seen “where Range Rover can go.” Eberhardt also said that he wasn’t too worried about the ultra-luxury SUV competition stealing sales from the high-end brand.

Presently, the most expensive Range Rover in JLR’s lineup is the recently introduced Range Rover SVAutobiography, which tops out the range with a base price of $200,490; the Bentley and Roller SUVs are expected to begin between $300,000 and $400,000 for comparison.

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  • Ronnie Schreiber Ronnie Schreiber on Apr 10, 2015

    At the introduction at the NYAS of the Range Rover SV Autobiography, which is $120,000 worth of trim and stuff added to a $80,000 vehicle, I turned to someone and said, "Why don't they just call it the Range Rover Expensive?" A few minutes later Jaguar's Andy Palmer concluded his remarks with, "And it's very expensive!"

  • Fincar1 Fincar1 on Apr 10, 2015

    I will say that I saw a convoy truck headed north on I-5 with a load of Range Rovers. Two of the six were totally wrapped in white cloth.

  • Dal20402 Dal20402 on Apr 10, 2015

    Good move. You don't need to go further upmarket beyond the brand preferred by the Queen of England. But the Evoque should die in a fire. Or at least be badged a Land Rover. That is the single vehicle I irrationally hate the most (yes, way more than K2XX SUVs). It's the yappy Shih Tzu of cars. Useless, annoying, no redeeming qualities whatsoever, basically a Ford Escape with less room, more ugly, and a much higher price.

    • See 1 previous
    • Dal20402 Dal20402 on Apr 10, 2015

      @Kyree Then keep the Discovery Sport and kill the Evoque with fire. Hot fire. I want to see every Evoque reduced to an ingot.

  • Inside Looking Out Inside Looking Out on Apr 10, 2015

    I am very frustrated - I would buy Land Rover for that price, but Bentley and Rolls Royce - never - I do not want to show off.