Does the arrival of the new Range Rover make it almost impossible for the Bentley SUV and Lamborghini Urus SUV to succeed?
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For all that forty years, the Range Rover has never really had any competition. Yes, there are other luxury SUVs, but none that hold a candle to the Range Rover and none with its mix of abilities. And none that come close to making you feel as special.
But, even though the new Range Rover seems to have taken luxury SUVs to an all new level (dependant on the new Range Rover driving as well as is promised – and being bullet proof), will it finally have real competition from the new Bentley EXP 9 F SUV and Lamborghini Urus SUV?
[nggallery id=979 template=customlinks]No doubt the Bentley SUV will offer the most competition for Range Rover. It’s big and bold with an interior to die for. But so is the Range Rover. The Bentley offers the ‘Bentley’ name as a selling point, but ‘Range Rover’ arguably holds as much cachet.
Power and performance could be the key, with the Bentley likely to offer models with up to 600bhp. But Land Rover will be able to turn the V8 Supercharged in the Range Rover up to over 550bhp if they choose to compete in that way, and both the Range Rover and Bentley are likely to have a hybrid option available.
Where the difference will be is in price. Bentley are looking at a £150k price tag for their SUV, and even the most expensive Range Rover comes in at £100k (although you can spend much more). There will be some for whom having the most expensive SUV they can buy is important, but that’s a limited market.
So it seems likely that Range Rover holds the aces in comparison to the Bentley SUV, but what of the Lamborghini SUV?
[nggallery id=1043 template=customlinks]The Lamborghini Urus is a very different animal to the Range Rover and Bentley; more a Lamborghini take on the Porsche Cayenne Turbo. So it’s more immune to the strengths of the Range Rover than the Bentley is.
But we’ve yet to see the 2014 Range Rover Sport, which is going to be far more competition for the Urus than the Range Rover. With even more weight shed and performance and handling that has been benchmarked against performance SUVs like the Cayenne and X5, the Range Rover Sport looks likely to have the measure of the Urus on performance and handling. But it will undoubtedly have a far greater depth of abilities than the Urus.
That may not be quite as important to Lamborghini buyers, where the connotations of ‘Lamborghini’ probably matter more than actual ability even if, at £135k, the Lamborghini is a big chunk more than the new Range Rover Sport will be.
If, and it’s still an ‘if’ until we get behind the wheel of the new Range Rover, it offers all it seems to promise, then Bentley are going to have their work cut out to make their SUV viable. The Range Rover offers a name as appealing as Bentley (the Range Rover has often been dubbed a Bentley on stilts), it seems likely to offer just as much luxury as the Bentley and almost certainly more ability off-road. And the Bentley will cost 50 per cent more than the Range Rover.
The Lamborghini Urus SUV is a bit different. Yes, the 2014 Range Rover Sport looks likely to offer as much performance – and far more off-road ability – than the Urus, but that probably won’t impact too much on sales. Lamborghini buyers are, on the whole, interested in making a statement about their cars, and more prosaic considerations like cost and ability are not as great a factor.
What do you think? Will the Bentley SUV have a chance against the new Range Rover? And will the 2013 Range Rover Sport make it harder for Lamborghini to sell their Urus SUV?
Richard Truesdell says
I think that it might make sense to reserve judgement until after the Detroit Auto Show in January when we will get a close look at the upcoming Maserati SUV. Based as it will be on the refreshed 2014 Grand, it will start with a highly competent 4WD/AWD platform that will get significant upgrades and you can be certain that its interior will be suitably bespoke and significantly differentiated.
Here in the US, where there are not the same pro-British biases as the UK, the Range Rover line up still is saddled with a reputation for unreliability, ranking low on initial and long-term quality surveys.
While I think the Maserati SUV will probably be positioned more directly against the current Porsche and upcoming Lamborghini SUVs, it will certainly be cross-shopped to a degree with any other luxury SUVs in the $100,000 and up class, and that includes Range Rover. In a market like the US, where all are likely to compete against each other, including an expected uber SUV from Audi, the Range Rover will be just one among many choices.
As for the Bentley SUV, I just don’t see it being a factor. While I do slightly buy into the argument that Bentley owners are demanding it, I think that the potential damage to Bentley’s brand image is more a possibility than it was in the case of Porsche at the time they introduced the Cayenne.
Cars UK says
You’re probably right to throw the Maserati Levante in to the equation, although we see that as more likely to take sales from the Urus than RR and will perhaps be Italian competition for the Cayenne Turbo.
But you are right on sales of Range Rover in the US, and there is still an element of reserve in the UK too about the reliability of Land Rover’s cars (although the Evoque does seem more robust). But if, as we’ve said, Land Rover get both the driving dynamics and the reliability of the Range Rover beyond reproach – and Spark 44 do their job right – the Bentley at least will struggle to find a market.
Brian says
I really don’t see the new Range Rover having any impact on either of these cars. Bentley buyers will buy their SUV as an add on to their fleet of cars and Lamborghini buyers will do the same. I’m sure many will end up with all three!
Oblivious says
Can’t see a market for the Bentley especially as thye Range Rover will have two years head start. Can’t see the RRS having any impact on the Lamborghini SUV.
Frank Maupong says
Range is the ultimate suv…affordability-wise it will forever dominate the charts given the target market n distribution. Its a peoples choice.Those two r for a niche market n availability n distribution is limited..and the price tag isway to high for many.
Daniel C Mulenga says
Frank. Yeah u ar ryt there, but people will become bored of seeing too many Range Rovers everywhere,and u know that thing is already sold out 4 2013
Charles Curtis says
The Bentley can get an exception, if you look at it from the side, its like a really beautiful bodied woman till you come round the front.
Daniel C Mulenga says
Charles thats true..they should do something bwt those jet engine like led things they got going on in the front..
PhilipJH says
It does seem likely that the new Range Rover will make it tough for Bentley to carve out a niche for their own SUV. But I don’t see the 2014 Range Rover Sport having any impact on the Lamborghini unless it is a million miles better that the current love child of a Discovery and a Range Rover.
Daniel C Mulenga says
No nt realy…Range Rover is a big brand, but Bentley and Lambo have more influence despite their price tags. But people are more likely to buy more Range Rovers than Bentley nd Lambo combined..own opinion.