This isn't the first time a manufacturer or tuner has tried to take leadership in the ultra-luxe SUV world. Along with the Range Rover, cashed-up buyers can now wander into a Bentley dealership and order a Bentayga, or drop their hard-earned on a Lamborghini Urus.
Although it doesn't have the same provenance as a Bentley, Range Rover or Lamborghini, the Tesla Model X offers a new take on the formula, too. And let's not forget the daddy of luxury, Rolls-Royce, will be entering the playing field with Project Cullinan.
Unfazed by this long list of competitors, Overfinch has made a bold claim about its next creation, arguing it's going to be the "most luxurious SUV ever."
We'll wait for it to be fully unveiled before passing judgement, but here's what we know so far. On the outside, the car gets a more aggressive front bumper, new LED daytime-running lights, a new rear diffuser and fresh exhaust tips, complete with engraving. It's in the details, obviously.
There are plenty of different options inside – and no two cars are likely to be the same – but wider, deeper seats and a raft of new trim options form the base for most of Overfinch's changes.
Past creations have included over-the-top features like a drink cabinet and gun rack, so don't be surprised to see similar touches on the latest model.
"The visual impact of the vehicle has been maximised, giving it a stronger on-road presence with an interior enjoying elevated levels of sophistication," said Kevin Sloane, chairman of Overfinch.
“Such bespoke craftsmanship is synonymous with Overfinch and the result of the 2018 model year is a distinctive, elegant interpretation of the flagship vehicle that is as exclusive as it is desirable.”
Pricing for the new model will start at £114,990 ($201,000) in the UK, but that number is merely a guide. Start playing around with some of the more exclusive options (think bulletproofing) and it could quickly balloon.