While Land Rover’s Range Rover is widely regarded as the progenitor of the luxury SUV, today there are numerous brands competing in the space including some with offerings much more luxurious than the Range Rover.

It’s something that hasn’t gone unnoticed at Land Rover which has attempted to challenge newcomers such as the Bentley Bentayga with special versions of its Range Rover like the SVAutobiography.

For future generations, though, we will see the SUV become more upscale.

“I think Range Rover has no way reached its ceiling in terms of price,” Land Rover design boss Gerry McGovern told Automotive News (subscription required). “As we make [the Discovery and Discovery Sport] more premium, it becomes incumbent on us to make Range Rover even more luxurious, and that is what we are focused on.”

2018 Land Rover Discovery spy shots - Image via S. Baldauf/SB-Medien

2018 Land Rover Discovery spy shots - Image via S. Baldauf/SB-Medien

The Discovery McGovern is talking about is the replacement for the LR4. The vehicle, which shares a platform with the Range Rover and is expected to be revealed soon, has been designed to be more on-road-focused than its predecessor to help widen its appeal (a new Defender will be aimed at fans of serious off-roading). Thus, it’s more vital than ever that Land Rover differentiates the two to prevent them from cannibalizing each other.   

Interestingly, McGovern suggested that Land Rover won’t go down the 3-row, 7-seat option with the Range Rover. He said the premium family hauler market is for vehicles like the Discovery and Range Rover Sport, the latter of which already offers a third row.

McGovern has also previously ruled out an SUV positioned above the Range Rover to go head-to-head with vehicles like the aforementioned Bentayga and upcoming Rolls-Royce SUV.

Land Rover still has plenty of time to finalize plans for a next-generation Range Rover as the vehicle isn’t due until towards the end of the decade. Before it arrives, Land Rover will introduce a subtle facelift for the current model.