The other day I railed against co-branding. That’s because of a simple rule: the tighter a brand’s focus the stronger the brand. Branding is a form of mental shorthand that allows people to make easy choices. For example, Range Rover = luxury off-roaders. Not sports cars or urban runabouts. Holland & Holland = high-end shotguns. Not rifles or handguns. Holland & Holland has no more business making off-road vehicles than Range Rover has making high-end shotguns. And yet, as Edna Mode said to Bob Parr in The Incredibles, here we are . . .
Crafted by the Special Vehicle Operations division, the new package is based on the Range Rover Autobiography Black. It can be recognized from a distance, thanks to its Holland & Holland Green paint on the bodywork, grille and mirrors.
The interior has been extensively upgraded with Land Rover’s Executive Class seating package with two fully-adjustable rear seats. A redesigned center console features electrically deployable walnut tables and custom lighting.
Naturally, the SUV has been outfitted with soft leather hides in tan and expresso tones and Holland & Holland embroidery, with leather extending even to the transmission tunnel.
As expected, the cargo area has been outfitted with a gun cabinet with an Alcantara interior specially fit for two guns.
leftlanenews.com reveals that this is Range Rover’s most expensive ever vehicle, clocking-in at a staggering $287k. They also point out that it’s “around the same price as two Holland & Holland ‘Royal Deluxe’ 12-gauge over/under shotguns.” Which would be a far better purchase on all sorts of levels, IMHO.