It used to be that if you wanted a luxury SUV, there was only one name that you needed to know, and that was Range Rover. These days, of course, the market is flush with luxed-out sport-utes and crossovers, but don't think that Land Rover is about to take it all lying down. No, Jaguar Land Rover is fully intent on making the most luxurious SUVs on the market.

Over the past several years, the Range Rover sub-brand has gone from one model to three, and the top of the line is the Range Rover L Autobiography Black pictured above. With a stretched wheelbase and first-class cabin space, the kind-of-the-hill will set you back a princely $185,000. But Land Rover reportedly has more in store.

According to LR designer Gerry McGovern in speaking to our subcontinental compatriots at Indian Autos Blog, Land Rover is planning on marketing individual customization to its most wealthy clients. The Land Rover Individual Products Division is poised to follow the lead set by that other British luxury automaker represented by the initials RR in allowing those with the means to customize every aspect of their vehicle.

The overwhelming majority of Rolls-Royce buyers reportedly opt for some level of personalization, and Land Rover seems intent on cashing in on that market as well. Whether sister-brand Jaguar follows suit will likely depend on how its off-road compatriot fares in this department.

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    • 1 Second Ago
      • 9 Months Ago
      Have their reliability ratings gone up? I haven't check in a while but they were the worst in reliability not too long ago.
        Actionable Mango
        • 9 Months Ago
        Who cares? Just buy a new one every time the warranty runs out. 3-year old cars are for peasants!
      • 9 Months Ago
      It's hard for me to comprehend an almost $200k Range Rover driving's like driving a house.
        • 9 Months Ago
        Worst, The car with be worthless in 5 years
      • 9 Months Ago
      Land Rover! Build me a cheaper, no-frills, still ever-capable Defender! I will buy it! Build a new Defender as a Wrangler competitor (I hear the next Wrangler might have an electric drop top, straying ever farther from it's intent), subsidize the rest of the brand from the sales of it!
      • 9 Months Ago
      This Baby is just how I like my women, big, pretty, and elegant. This is hands down the best looking SUV on the Planet.
      • 9 Months Ago
      Who is going to pay 6 figures for a Land Rover? What really makes the Range Rover L Autobiography Black worth triple the normal price? In five years you'll be lucky to get $30k for that thing. Keep it too long and you'll have to pay a towing company to take it to the junkyard.
      Terry Actill
      • 9 Months Ago
      Barge like. For people with more money than sense.
      • 9 Months Ago
      Actually, the base L is just a hair over 100k. An autobiography trim is 140k. Both have supercharged 5 liter v8s. There is nothing like it in its segment. Though, I'm still concerned with its reliability.
      Dwayne Maxfield
      • 9 Months Ago
      Well, if its going to be somebody, it might as well be Range Rover. They're beautiful SUV's that have amazing off-road capabilities and are indeed one of the first manufacturers that pop in to my head when it comes to luxury sport utility. The Porsche way of thinking might be what R.R needs. If you go to Porsche's website, you can get a $60,000 dollar vehicle and throw that many coins into the option department as well. It's what they're known for. R.R just needs a bit of that as well as a DIESEL and they're set.