Range Rover’s Bespoke Bet: Why ‘No Limit’ Isn’t the Same as Rare

Martin Limpert, the global managing director of Range Rover, was recently asked how much a fully bespoke Range Rover might eventually cost. His answer was blunt: “I don’t see a limit.” It’s the kind of line that sounds like ambition until you consider what it actually asks the collector market to believe. Range Rover doesn’t just want to sell bigger, more expensive SUVs. It wants to be mentioned in the same breath as Bentley and Rolls-Royce. That is a legitimate business strategy. On its own, th