Thanks to the success of its Range Rover Autobiography model, Land Rover has decided to push the next-generation of its ultimate off-roader even further up the luxury scale.

The Range Rover was already in a class of its own in terms of luxury and price – with a base model commanding more than $80,000 – but upcoming entrants from Bentley, Lamborghini and Aston Martin Lagonda prompted Land Rover to consider a move even further up-scale. Land Rover tested the waters with its $126,000 Autobiography model, discovering there is a healthy market for a six-figure SUV.

“The Ultimate Edition shows there’s an opportunity to go up a notch in price,” Land Rover brand director John Edwards told Autocar. “We tested the market for a reason. We always learn for future models.”

Edwards admits he “was quite nervous” about launching such an expensive model, but the Autobiography – also known as the Ultimate Edition in Europe – has sold quite well in China, Russia and Middle East. As a result, Land Rover is shifting the next Range Rover‘s price point even higher, which should put it on par with its upcoming rivals.

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