Range Rover is expanding its bespoke commissioning program to compete directly with ultra-luxury competitors like Bentley and Rolls-Royce
The automaker recently sold a one-off SV Asilomar Edition for approximately $550,000 to highlight the lucrative potential of factory personalization
Managing Director Martin Limpert confirmed the upcoming all-electric Range Rover GT will serve as a fifth model in the lineup rather than a replacement
Range Rover is shedding its traditional automotive identity to position itself strictly as a modern luxury powerhouse. The British marque is heavily expanding its bespoke commissioning program, pushing pricing boundaries to directly challenge ultra-premium rivals like Bentley and Rolls-Royce. Range Rover Managing Director Martin Limpert recently stated that the sky is the limit for the brand’s factory personalization capabilities.
The pivot toward high-value individualization arrives alongside tangible proof of customer appetite. Last year, the brand delivered its first half-million-dollar factory build. The Range Rover SV Asilomar Edition debuted during Monterey Car Week and eventually sold to a United States client for $550,000 USD. That figure is roughly double the base price of a standard SV, driven entirely by specialized curation. Upgrades included exclusive two-tone paint inspired by Monterey Bay, custom cabin embroidery and a motorized wooden drinks table. Customers pushing these financial boundaries prove there is a massive market for tailored automotive experiences.
To facilitate this upper-echelon growth, Range Rover is building out physical spaces dedicated to the bespoke process. The company plans to open 12 new commissioning suites worldwide over the next year. Dubbed Range Rover Houses, these locations act as private sanctuaries where buyers can dictate everything from specific stitch patterns to family crest veneers. Limpert noted the brand is even open to incorporating historical materials sourced by the clients themselves.
This elevated customization strategy runs parallel to the upcoming release of the Range Rover GT. Confirmed as the fifth model in the lineup, the grand tourer will ride on the brand’s new EMA platform and be manufactured in Halewood, United Kingdom. Limpert clarified that the GT will not replace the entry-level Evoque or Velar. Instead, it will arrive as an all-electric addition to a newly separated corporate structure that clearly divides Range Rover luxury from Defender ruggedness and Discovery versatility.
