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Land Rover News: Land Rover Isn't A Planning Model To Slot Above the Range Rover


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Range Rover sits as Land Rover's crown jewel by providing the ability to go anywhere with a number of luxury amenities. But would Land Rover consider adding a model to sit above the Range Rover to take on the likes of the Bentley Bentayga and Rolls' upcoming SUV?

"It would strategically be the wrong thing," said Joe Eberhardt, CEO of Jaguar Land Rover North America.

"That car defines the Land Rover brand and the Range Rover family; it is really the epitome of that line, and to dethrone that would not be the right move."

Eberhardt explained that by adding a new model to sit above the Range Rover would only hurt the equity in the name. He used the example of Mercedes' Maybach debacle from the previous decade.

"That never worked for a whole number of reasons, but one of them was, what does that say about the S class?" Eberhardt said.

"And they have — from my perspective — fixed that now by saying, 'Well, within the S class there's actually the highest execution of it that happens to be called Maybach that doesn't sit on top of the S class; it's an extension of it.' "

Instead, Land Rover will create "bespoke iterations" of the Range Rover that will allow them to compete with the ultra-luxury SUVs.

Source: Automotive News (Subscription Required)


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  • 2 months later...

Seems a German man has decided that Range Rover needs a Superyacht owner vehicle and is going to build one as the Range Rover 6x6. This would definitly be above the standard maxed out Range Rover.

Theodoros Fotiadis, a Berlin-based German designer has started work on the ultimate ride for the Superyacht owner. There is no other information at this time in regards to powertrain, details about the ability of the 6x6 system. It seems he is inspired by the Mercedes-benz 6x6 auto that was built.

Range Rover 6x6

RangeRover6x6-2.jpg

RangeRover6x6-3.jpg

RangeRover6x6-4.jpg

RangeRover6x6-1.jpg

Story in The Drive

 

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