MAHWAH, N.J. (August 6, 2026) – JLR is signaling that there’s basically no ceiling on how much a Range Rover could eventually cost, as the brand pushes deeper into custom-order builds and positions itself as a genuine luxury player rather than just an automaker.

Range Rover’s managing director, Martin Limpert, put it bluntly: the company wants to be seen as a modern luxury house, not a car manufacturer. That ambition already has a price tag attached. Last year, Range Rover delivered its first factory-built car priced near $630,000, the SV Asilomar edition, unveiled during Monterey Car Week. Limpert revealed it actually sold for $550,000, roughly double the cost of a standard Range Rover SV, once a US customer’s personal specifications were built in.

He suggested that number is only a starting point. Custom orders, he said, are a major growth area for the brand, and he sees no ceiling on pricing, only on how much value the customization delivers to the buyer. That could mean deeper personalization across paint, stitching, embroidery, family crests worked into wood trim, or even sourcing materials the brand doesn’t currently offer because a customer has a personal or historical connection to them.

This strategy would push Range Rover into territory currently occupied by Bentley, and edging closer to Rolls-Royce. To support it, the company plans to open 12 more “Range Rover Houses” within the year, dedicated design studios meant to give clients an immersive space to explore luxury options and preview the brand’s most exclusive models.

Overfinch, a well-known Range Rover tuning shop, is already demonstrating what customers will pay for extreme personalization: it recently unveiled a limited 25-unit Holland & Holland edition, with one example reportedly selling for $1.3 million.