Range Rover Says No Price Cap on Bespoke Models, Plans 12 New Exclusive Studios Next Year

Martin Limpert, Managing Director of the Range Rover brand, stated that the brand will not impose a price ceiling on its most exclusive bespoke models. Jaguar Land Rover plans to expand its bespoke offerings and steadily advance into the luxury vehicle segment, aiming to be recognized as a "modern luxury company" rather than a traditional automaker. Limpert emphasized that customization is a key strategic focus, citing an example where the company created a special SV Asilomar edition for a U.S. client priced at $550,000 (approximately RMB 3.72 million)—roughly double the price of a standard Range Rover SV model. The company intends to open 12 "Range Rover Houses" next year, offering exclusive luxury experiences and giving clients early access to drive unique vehicles. Limpert stressed that the final vehicle price depends on the value delivered to the customer and the extent of personalization, including custom paint finishes, stitching, embroidery, and even family crests or surnames embossed on exterior trim elements.