Following rumors of a not-so modestly priced Land Rover, the company has dismissed rumors of a range topper above the Range Rover line. While it may seem surprising to some, it could just be the ticket to maintaining the luxury SUV traditional standards all have come to expect from the brand.
In the past, the first image that came to the mind when visualizing a top-of-the-line exotic SUV was just the Range Rover. Along with success, however, comes competition, and many automakers have moved onto that territory to tout their own luxury SUV offerings. They say imitation is the sincerest form of flattery, yet it is a good guess that Land Rover would prefer to be ogled and purchased rather than facing down endless rivals in their market. Even so, Land Rover is standing firm for the time being, refusing to create anything more extravagant than the already amazing Range Rover fleet.
The Range Rover already comes in a variety of styles, from the Evoque to the Sport, all with that same perfect blend of sporty sophistication. Will they be enough when facing the likes of a possible Bentley or Rolls-Royce SUV? According to Land Rover North America CEO Joe Eberhardt, the Range Rover will continue to serve as the flagship model, and will not be superseded by a separate, more upscale or larger vehicle. While a percentage of clients will certainly be attracted to new offerings by other brands, Land Rover does not see an immediate concern to act on creating a variant with that type of curb appeal. They will stay true to their off-roading, upscale, and solid reputation for the time being, with the biggest threat being an imaginary LaFerrari SUV.