Super SUVs are pushing luxury to new extremes and $1,000,000 is the next milestone
Published on Jan 17, 2026 at 7:46 PM (UTC+4)
by Daisy Edwards
Last updated on Jan 16, 2026 at 7:56 PM (UTC+4)
Edited by
Emma Matthews
The era of super SUVs is not slowing down; it is getting louder, more dramatic, and wildly more expensive.
What started as luxury brands reluctantly building ‘practical’ flagships has turned into a full-blown SUV domination race.
Now, the numbers are creeping into hypercar territory, with $1 million SUVs no longer sounding like a one-off limited edition fever dream.
The next milestone is a seven-figure SUV that buyers are increasingly willing to treat like the new normal – crazy times.
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Super SUVs are pushing luxury to new extremes
Right now, the most expensive production SUV in the world is the Rolls-Royce Black Badge Cullinan, starting at around $472,750, the prices mimicking that of a luxury sports or supercar.
Next is the Ferrari Purosangue, priced at roughly $435,000, followed by the Bentley Bentayga Mulliner Extended Wheelbase, which costs around $340,000.
None of these are anywhere near seven figures, but the general direction is starting to become clear.
Luxury SUVs are no longer just fancy family vehicles; they are status objects, built to feel like rolling penthouses with performance and craftsmanship that would have sounded ridiculous not that long ago.
There’s still resistance from diehard supercar fans as the most expensive cars in the world are almost all two-door supercars or hypercars, not five-door SUVs.
SUVs also carry the stigma of practicality, from school runs to towing, while the biggest automotive flexes are usually the opposite of sensible.
Even so, brands keep pushing – Ferrari resisted for years before launching the Purosangue, which remains polarizing.
Lamborghini had fewer qualms with the Urus, now its bestseller, and then the Brits followed with Aston Martin’s DBX, which got turned up with the 707 metric horsepower DBX707.
$1,000,000 is the next milestone
The super SUV’s class is creeping toward the edge of taste and reason, packing supercar-level power into luxury SUV bodies.
Models like the Urus, Purosangue, Bentayga Speed, and DBX707 are the most likely candidates to push pricing into uncharted territory.
Some executives see a seven-figure SUV as inevitable, and a $1,000,000 price tag is its own marketing, instantly turning the vehicle into a symbol of excess and exclusivity.
The future only reinforces that idea as McLaren is reportedly working on its first SUV for 2028, and an all-electric ultra-luxury SUV with extreme power, bespoke options, and cutting-edge tech could be coming soon.
It is a long way from 1987, when the Range Rover arrived in the US at $30,000 and shocked buyers by asking luxury money for something so practical.
Forty years on, the landscape has done a full 180, and your next six-figure car might be taking your kids on the school run.
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Daisy Edwards is a Content Writer at supercarblondie.com. Daisy has more than five years’ experience as a qualified journalist, having graduated with a History and Journalism degree from Goldsmiths, University of London and a dissertation in vintage electric vehicles. Daisy specializes in writing about cars, EVs, tech and luxury lifestyle. When she's not writing, she's at a country music concert or working on one of her many unfinished craft projects.
