Land Rover has announced a new limited edition series, of its most premium product.
To celebrate the 1970 heritage date of Range Rover’s introduction, customers will now have option on the Range Rover ‘Fifty’. This new edition is supposed to commemorate the start date of Land Rover’s luxury SUV model, which was 1970 – as such, only 1970 units will be built.
What distinguishes a Range Rover Fifty? It moves through the assembly process to achieve an Autobiography specification build, before technicians adds some trim and finishing bits, to evolve it into a Fifty.
Two distinct 22-inch wheel designs will help Land Rover fans recognise a Fifty in traffic and upon closer inspection, there will be an adequate number of ‘Fifty’ badged on the SUV’s exterior. The cabin will feature distinctive Fifty plaques and illuminated treadplates.
Colours are the easiest way for a brand to achieve limited-edition model differentiation and the Range Rover Fifty is no different. Customers will have option on four primary hues: Santorini Black, Aruba Silver, Carpathian Grey, and Rosello Red.
By far the most desirable and collectible Range Rover Fiftys will be a smaller batch of the total production, painted in Bahama Gold, Davos White and Tuscan Blue. These three finishes pay homage to the original Range Rover launch colours.
Using the Autobiography platform, Fifty customers will have option on the full spectrum of Range Rover engines. What is particularly ironic about the Fifty, in its celebration of the original three-door Range Rover which features next to it in some of the marketing material, is the sadness relating to Land Rover cancelled SV Coupe project from last year…
South Africa will be receiving an allocation of the 1970 units produced, although it is unclear if local customers will have a choice of the more exclusive colours.