JLR has said "the sky is the limit" for Range Rover pricing, as it looks to increase its bespoke offerings and move firmly into luxury car territory.
Range Rover managing director Martin Limpert said: "We don't want to show up as a car company, we want to show up as a modern luxury company".
Last year the brand sold its first factory-supplied car for almost £500,000: the SV Asilomar edition, which was presented during Monterey Car Week.
Limpert told Autocar that it could and will go further: "I think the sky is the limit. We want to further evolve that business area.
"Bespoke is a really big business area for us. We curated for a US customer the SV Asilomar edition, which was sold for $550,000 [£410,230], roughly double the price of the Range Rover SV. But after elevating and curating it with the personal requirements, that's where we ended up."
Developing its bespoke offerings would put Range Rover firmly into the sphere of Bentley and towards Rolls-Royce.
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Within the next year it plans on opening another 12 commissioning suites for its bespoke programme, so-called 'Range Rover Houses', which it said "offer clients a sanctuary to immerse themselves in luxury experiences and to be among the first in the world to see and drive some of Range Rover's most exclusive models".
Asked just how expensive a Range Rover could be, Limpert replied: "I don't see a limit. Honestly, I think it depends on the value that we generate for the customer. It really depends on the levels of personalisation capabilities, where we're really trying to push the boundaries - from paint jobs, to stitching, to embroidery, to getting a family crest or your family name on different places of the veneers and so on.
"In the future, can we use materials that are not currently part of our offering but that the customer wants to be included because they have a historical relationship to it, or something like this.
"It really depends ultimately on what value do we generate for our customers?"
As if to illustrate the point, Range Rover tuner Overfinch recently announced its 25-off Holland & Holland edition (below), one of which cost its owner £1 million, as testament to the amount buyers are willing to pay to make their Range Rover as bespoke as possible.
