Range Rover brings experience-led luxury retail concept to Colombo

Range Rover has expanded its presence in Sri Lanka’s luxury market with the launch of a boutique residency concept in Colombo, as premium automotive brands increasingly move beyond traditional showrooms to create immersive, lifestyle-driven client experiences.

The new Range Rover Boutique Residency, unveiled by Access Motors at ITC Rathnadeepa Colombo One Workplaces, is positioned as a more intimate and personalised retail environment aimed at high-net-worth clientele seeking bespoke ownership experiences rather than conventional vehicle sales interactions.

The space was inaugurated by former All Blacks captain Kieran Reid and British High Commissioner to Sri Lanka Andrew Patrick.

Speaking at the launch, the officials said the concept reflects changing consumer expectations within the luxury segment, where exclusivity, design, personalisation and brand experience are becoming as important as the product itself.

Since the pandemic, Access Motors had been operating primarily out of its facility in Peliyagoda but the company officials said the return to central Colombo was a strategic move aimed at strengthening visibility within the capital’s luxury ecosystem.

“We felt we needed a Colombo presence, especially since our brand is a luxury brand. We felt we needed to be represented in central Colombo,” a company official said during the launch event.

The company also noted that Jaguar Land Rover’s global repositioning strategy had influenced the shift towards more curated retail spaces.

“Range Rover has gone through a bit of a change in the way the brand wants to position itself. This is our first showroom space designed around the principles that justify these modern luxury brands,” the official added.

Unlike conventional automotive retail formats, the boutique residency adopts a quieter, more design-focused approach, with pared-back interiors, curated material finishes and consultative one-to-one engagement spaces aimed at creating a slower, more deliberate customer journey.

The latest Range Rover models are displayed alongside bespoke configuration options and lifestyle elements, reflecting a broader global trend among luxury automotive marques towards experiential retail and personalised client engagement.

The move also comes as Sri Lanka’s luxury retail and hospitality sectors continue to reposition themselves to attract affluent consumers and high-end tourists amid a gradual recovery in discretionary spending. Access Motors officials said the Defender range was currently driving stronger volumes for the company, reflecting the evolving consumer preferences within the premium SUV market.

“Range Rover has always been a milestone brand for us but right now what we’re seeing volumes in is Defender. I think it’s because it’s new to the market and the design stands out,” the official said.

The company said it sold around 127 vehicles last year, with Defender accounting for a significant share of demand growth.