Land Rover open to Bentayga-baiting Range Rover model

2018 Land rover Range Rover Velar

2018 Land rover Range Rover Velar

Bread-and-butter automakers aren’t the only ones cashing in on the market’s SUV craze. Even luxury brands with no history of sport utility vehicles have found success in offering posh, high-riding utility vehicles. Case in point: Bentley.

The Bentley Bentayga has been a smash hit for the brand and rival Land Rover believes there’s room within its portfolio to legitimately take on the ultra-luxury SUV. Speaking to Automotive News Europe (subscription required), Gerry McGovern, Land Rover design chief, said he is completely open to the idea of an even more opulent Land Rover Range Rover. “Why not? We’ve realized that the Range Rover has got this big expanse across its price range, so it’s not a very big step to get into Bentayga country,” he said.

Currently, the most expensive Land Rover is the long-wheelbase Range Rover, which stickers for $140,995. A Bentley Bentayga starts at $229,100, for comparison.

The most recent comments echo what McGovern has said in the past: Range Rover has in no way “reached its ceiling in terms of price.” He also stated he’d like to expand the number of models bearing the Range Rover badge. Currently, Land Rover sells the Range Rover, Range Rover Evoque, Range Rover Sport, and Range Rover Velar.

As for how additional Range Rover vehicles would be positioned, McGovern doesn’t believe model overlap is a problem, specifically when looking at the size of upcoming products. “I would argue you could have two Range Rovers exactly the same size but if they had two personalities then they would both have equal appeal but to different customers,” he said.

Read also:
2019 Audi Q8 priced from $68,395, rivals BMW X6 and Mercedes GLE Coupe

And McGovern is confident a more upscale Range Rover would be more than enough to sway Bentayga buyers to his brand. “Bentley doesn’t have the pedigree and authenticity in that particular sector. We’ve got unquestionable pedigree,” he noted.

Check Also

Audi Sport e-tron GT concept set for 2018 LA auto show

Audi Sport in March confirmed plans for a high-performance electric sedan which it referred to as the e-tron Gran Turismo, or e-tron GT for short. A shadowy teaser (shown above) was released at the time hinting at a very aggressive and sleek design. During Monday's reveal of the 2019 Audi e-tron electric SUV in San Francisco, Autoblog learned that a concept...

Ferrari provides first details on Purosangue SUV

Ferrari's new CEO Louis Camilleri on Tuesday provided a presentation for investors outlining the Italian firm's plans for the coming years. Key among them is the introduction of an SUV, a vehicle Camilleri referred to as the Purosangue, Italian for “thoroughbred,” though a different name might be used for production. The SUV was actually devised...