The Range Rover House returned to Monterey Car Week, creating a gathering place for Range Rover owners attending the celebration of all things motoring in Carmel, California. Range Rover House returned to where it began at Carmel last year, after a global tour of high-culture hotspots, and marked the moment with a special edition.
The 2024 Range Rover SV Carmel Edition is a tribute to the quaint California seaside town of Carmel-by-the-Sea, which straddles lower Monterey Bay and is the gateway to the Big Sur coastline. Finished in a special effect gloss white with glass flakes, using the high-end paint techniques from the upper reaches of the SV portfolio, the paint has "a glistening and sophisticated shimmer synonymous with the Pacific Ocean." The interior is finished in Perlino and Deep Garnet leather, combined with light Cream Ash Burr wood that evokes tones of driftwood. Cushions and illuminated treadplates are also Carmel-specific.
There are only seven Carmel Editions this year, instead of last year's 17, and at $370,000 they're the most expensive Range Rover yet. Granted, some of that money is passed on as a donation by Land Rover to the Monterey Bay National Marine Sanctuary, a federally protected area of ocean off the Big Sur coast. They also come with two sets of Titlelist golf clubs (homage to the Pebble Beach Golf course adjacent to Carmel-by-the-Sea) and a collection of Range Rover merchandise, as well as invites to future Range Rover Houses.
The house featured all sorts of luxury features, serving as a drop-in retreat for owners as they hung around Monterey. Onsite spa services included massage, sound bath healing, and skincare treatments. There were beauty seminars with luxury brand Augustinus Bader, a full bar featuring products from global liquor powerhouse Diageo, watch seminars, a display of the latest hot Range Rovers, and a design studio for those who want to order non-Carmel Edition SV Range Rovers.
The success of Range Rover House, which has now driven several "activations" and several special editions, speaks to the flexibility of the new Range Rover line in high-value markets, and the upward mobility of its space in the marketplace. At Monterey, where every automaker is putting their best foot forward to stake out their claim in the high-end market, Land Rover seems to be making Range Rover House their tradition.
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