- Range Rover wants wealthier customers willing to spend more on exclusive SUVs.
- The brand is targeting deep-pocketed clients eager to commission bespoke vehicles, much like Rolls-Royce.
- Chinese rivals aren't currently taking customers, but Range Rover is watching their growing presence closely.
Range Rover isn't worried about selling fewer SUVs than some of the Chinese brands increasingly borrowing from its design playbook. In fact, the British luxury marque (yes, it's its own brand now) says it isn't chasing outright sales volume. Instead, Range Rover wants something arguably more valuable: wealthier customers willing to spend more money on increasingly exclusive vehicles.
