JLR has just unveiled its more luxurious and exquisite Range Rover ever.
But you can only buy one if the British car maker says you can.
The Range Rover SV Ultra is its most exclusive model to date. Why? Because sales are by invite only.
On the face of things, it looks like any other pricey Chelsea Tractor. But delve into the detail and it's the most opulent and immersive Range to be signed off the Solihull assembly line.
Prices have not - and likely will not - be shared with the general public but expect it to ring in well above £200,000.
So, what is it that makes it so special that you have to be in JLR's good books to get one?
By invite only: This is the new Range Rover SV Ultra - an SUV that's so exclusive that you can only have one if JLR allows you to
Only Land Rover's most dedicated clientele are being offered the opportunity to drive around in one of its limited-edition SV Ultras.
The fortunate - well-heeled - few will be given the option of either the P550e plug-in hybrid powertrain or the full-blooded P540 V8 engine under the bonnet.
A fully electric version will also be made available once the Range Rover Electric - which is due in a matter of months - finally makes its long-awaited debut.
While it won't quite offer the bespoke levels of exclusivity as one-off cars produced by Rolls-Royce and Bentley's Mulliner division, the Range Rover SV Ultra boasts a number of unique features and gadgets that aren't offered across its usual SUV line up.
First and foremost is the Titan Silver paint.
It has been specially formulated from real aluminium flakes and ‘advanced pigment technology’ to produce a mirror-like liquid metal finish that promises to be like nothing else on the road.
This peerless paint is accentuated by Satin Platinum Atlas and Silver Chrome accents. Even the 23-inch alloy wheels have platinum inserts and centre caps.
It's a similar tale of lustrous finishings inside.
Among its unique features is a new Titan Silver paint that uses real aluminium flakes and 'advanced pigment technology' to give the illusion of liquid metal. Pictured don't do it justice
There are platinum insets across the body panels, including in sections of the unique 23-inch alloy wheels
The vegan 'Ultrafabric' materials lathered over the seats and door panels are Orchid White - a unique tone for the Ultra - with Cinder Grey accents.
Taking a leaf out of the book of luxe rivals, there are laser-etched mosaic patterns on the seat, which is a world-first for a JLR product.
Other notable quality finishes include a rattan palm wood veneer on the electronic door to the onboard fridge. A club table - finished in the same patented wood material - can be electronically summoned in the rear of the cabin to divide the back seats while you kick back and watch one of the two massive TV screens bolted to the front chairbacks.
There are ceramic touches on the treadplates in the door sills and the gear selector, while a new 'elongated scatter cushion' incorporates Kvadrat textile made from a durable wool and recycled polyester blend.
But where the Ultra's splendour goes to another level is its state-of-the-art stereo system.
Vegan 'Ultrafabric' materials cloak the seats and door panels. These are finished in a new colourway called Orchid White - a unique tone for the Ultra - with Cinder Grey accents
The section between the two rear seats is a fridge. The electronically-opening door is finished in a a rattan palm wood veneer
The same white wood finish is used on this club table, which can be summoned from the centre console running through the spine of the Range Rover SV Ultra
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For the first time in a passenger car, it gets 'electrostatic sound technology', which Land Rover claims can 'transform the cabin into a concert hall'.
Instead of conventional speakers, it uses 21 lightweight transducers that are designed to deliver high-fidelity sound, exceptional clarity and low distortion.
Rather than being installed in the door cards, these are incorporated into the headrests, seatbacks and even the ceiling.
Generating the sound in each electrostatic speaker is an ultra-light membrane that’s just 1mm thick and responds up to 1,000 times faster than a traditional speaker.
Bolstering the package is a suite of five bass loudspeakers and 'Body and Soul Seats'. The latter, using AI, coverts sounds into physical vibration so that occupants feel every beat being pumped into the cabin.
It means it the most immersive, studio-quality audio experience you'll likely ever get to enjoy on the move.
And it's efficient, too. Land Rover reckons the sound system requires up to 90 per cent less power and is 90 per cent lighter than the coil speaker system it replaces.
Martin Limpert, global managing director for Range Rover, says the SV Ultra is 'one of the finest expressions of Range Rover luxury we have ever created'.
Describing its groundbreaking sound system, he added: 'Range Rover is proud to be the first automotive brand to offer this unique and exclusive experience to its clients.
'The listening experience is a step change from anything that has been fitted to any vehicle previously, delivering a powerful, emotional and truly immersive experience.'
While there is no word on price, it will easily eclipse the RRP of the priciest Range Rover on the market, the £160,000 SV.
For the first time in a passenger car, it gets ' electrostatic sound technology', which Land Rover claims can 'transform the cabin into a concert hall'
Instead of conventional speakers, the sound system uses 21 lightweight transducers that are designed to deliver high-fidelity sound, exceptional clarity and low distortion. These are hidden in the seatbacks, headrests and even the ceiling
These 'Body and Soul Seats' use AI to coverts sounds into physical vibration so that occupants feel every beat being pumped into the cabin
For those who aren't on Land Rover's A-list customer invites, there is another option for you to splash out on.
The Range Rover Westminster Edition has also been launched in a new four-car series of vehicles paying homage to the capital.
It will cost from £114,630 and feature a specially curated palette of premium metallic paint finishes, one-of-a-kind 22-inch diamond turned wheels and an interior decked in Natural Black Birch Veneer, which is a subtle reference to 10 Downing Street.
The other three London Editions are the Range Rover Sport Battersea, Range Rover Velar Belgravia and Range Rover Evoque Hoxton.
And no, there isn't a Chelsea Tractor edition...
