Range Rover pushes deeper into bespoke commissions to rival Bentley and Rolls-Royce

Range Rover is stepping up its ambitions in bespoke vehicle commissioning, according to Robb Report, with the brand and its parent aiming for the nameplate to be discussed in the same breath as Bentley and Rolls-Royce when it comes to true one-off and highly personalised builds.

The move reflects a broader pattern among premium and luxury automakers: as SUV ownership among ultra-wealthy buyers has normalised, brands are competing less on badge prestige alone and more on the depth of personalisation they can offer. Bentley's Mulliner division and Rolls-Royce's Coachbuild programme have shown that bespoke commissioning can command significant margins and reinforce brand mystique well beyond what standard limited editions achieve. Range Rover, positioned just below those marques historically, is signalling it wants a genuine stake in that segment rather than simply offering upgraded trim packages.

The strategic logic is straightforward: bespoke programmes deepen customer relationships, generate outsized margins per unit, and give a brand editorial and cultural relevance that volume sales cannot. What to watch is how far JLR is willing to invest in dedicated coachbuilding capability and design resource to back the ambition, and whether pricing and exclusivity are pitched credibly enough to draw buyers away from established ultra-luxury rivals rather than simply upselling existing Range Rover customers.

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