A billionaire’s two private islands, a handful of VIPs, and a luxury car you’ll never see on the streets.
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How do you launch a half-million-dollar SUV that only six people in the world can buy? If you’re Range Rover, you rent two private islands from a billionaire, fly in some handpicked guests by chopper, and craft an experience designed to leave a lasting emotional imprint – long after the engine stops running.
The rules of luxury have changed, according to the iconic British marque, which says it’s no longer enough to offer just a good product; it must come with an experience. To make its point, the Australian team rented out not one but two private islands on the Great Barrier Reef, belonging to billionaire Chris Morris.
Forget glossy brochures and standard test drives. Instead, the company’s parent brand Jaguar Land Rover flew clients by helicopter to Morris’ remote islands in Far North Queensland, which have become synonymous with top-tier luxury. Think private chefs, beachfront villas, and boats on standby for reef expeditions.
Morris, who is ranked 43rd on Forbes Australia’s 50 Richest list for 2025, bought Pelorus Island in 2017 and transformed it from a modest caretaker’s property into an exclusive five-suite residence, complete with all the trappings of a private sanctuary. It’s the kind of place where celebrities and billionaires can unwind away from prying eyes.
And it would seem that is exactly what JLR was going for. Luxury meets exclusivity.
Welcome to Range Rover House – an invitation-only pop-up concept that has taken place in locations from Cape Town to California – and more locally in Sydney and Thredbo.
So, what sort of occasion justifies renting out a $20,000-per-night private island? The unveiling of the SV Bespoke Orpheus Edition – a V8 behemoth with a price tag north of $520,000 and a production run limited to just six units. But make no mistake: even with Olympic hero Ian Thorpe on hand to say a few words, the car almost felt like an afterthought.
What JLR was trying to sell here was a lifestyle attached to its flagship brand.
Throw in professional dancers, live music, a masterclass from renowned interior designer Steve Cordony, and free-flowing meals from Sydney’s hottest chef, Clayton Wells. Top it off with high-end touches from Creed, Sir The Label, and Rémy Martin, and you’ve got a winning formula.
“These collaborations are essential to the success of our Range Rover Houses. They embody and bring to life the Range Rover brand,” a JLR spokesperson says.
“We collaborate with like-minded luxury brands and organisations who are equally committed to delivering curated, client-centric experiences and align with Range Rover’s brand values.”
For former Olympian Thomas Whalan, the invitation to Range Rover House came via NAB Private Wealth. He and his wife Elka, herself a two-time Olympian, were among the final guests to arrive by chopper, landing on the island just in time for the last two nights after some menacing FNQ thunderstorms briefly threatened to derail the trip.
“It was unique for us. Brands are clearly branching out into new ways of connecting with their audiences, and we were just grateful to be part of it,” Whalan said. “From a business perspective, we felt like beneficiaries of that strategy, and it definitely builds brand loyalty. When you feel that level of care and attention, your perception of the brand improves.”
“It connects the brand with a lifestyle, and yes, it’s aspirational, but it also feels genuine. I think this is a strong direction for luxury brands moving forward.”
But with just six cars up for grabs, how do you measure success on something as extravagant as renting out a billionaire’s private island? Range Rover would argue you don’t. Or at least not in any traditional sense. The brand says it’s a long game. The kind of marketing that skips immediate ROI and goes straight for the emotional hook.
“Tying an ROI or numerical success measure to experiences such as this is a mistake,” the brand says. We want our guests to talk about their experience with the brand for years to come. The people they met, the friends they’ve made, the moments they shared.”
