Land Rover has already described the new model as the best version of the Range Rover, underscoring the importance of its arrival as part of Jaguar Land Rover’s broader electric vehicle rollout. The vehicle is expected to reach showrooms before the end of the year.
The company’s pricing approach also stands out at a time when many manufacturers are attempting to align electric vehicle prices more closely with their combustion-powered or hybrid equivalents. Jaguar Land Rover is instead choosing to emphasize the premium positioning of its first electric Range Rover.
Jaguar Land Rover Wants the Electric Range Rover To Lead the Lineup
The electric Range Rover is a landmark product for Land Rover because it marks the brand’s first production vehicle without an engine. Jaguar Land Rover considers the model to be a defining step in its expanding portfolio of electric vehicles.
The manufacturer has already expressed strong confidence in the SUV. While the company has described it as the best kind of Range Rover, it has yet to release the vehicle for independent driving evaluations, with customer deliveries expected later this year.
Premium Pricing Is Part of the Strategy
Rather than seeking price parity with gasoline-powered models, Jaguar Land Rover intends to place the electric version above them. According to Automotive News, the company believes its customers are willing to pay a premium for battery-powered vehicles.
JLR Chief Commercial Officer Leonard Hoornik explained the reasoning behind that decision, saying: “Our job is to explain that the best Range Rover ever actually has an electric powertrain.”
The company’s approach contrasts with that of many competing automakers, which have sought to encourage electric vehicle adoption by matching the prices of internal combustion and hybrid models.
Pricing Has Not Been Announced, but the Current Lineup Provides Context
Jaguar Land Rover has not disclosed official pricing for the electric Range Rover. The existing Range Rover lineup offers a reference point for where the new model could be positioned.
In the United States, the full-size Range Rover starts at $115,750, including destination and delivery charges, for the standard-wheelbase SE equipped with a 3.0-liter inline-six engine.
The plug-in hybrid version is priced at $131,250, while the model fitted with the 4.4-liter V8 carries a starting price of $140,450.
If Land Rover applies a premium to the electric model, it could start in the $150,000 range. At the time of writing, however, Jaguar Land Rover has not released official pricing for the SUV.
