The Evoque shown above is an attractive, compelling vehicle, designed to attract equally attractive and compelling owners. But its full name is the “Land Rover Range Rover Evoque,” a name straight out the Department Of Redundancy Department, and sure won’t help you attract Victoria Beckham, who helped unveil it back in July of 2010.
This is Land Rover’s problem. Officially, the Evoque is an offshoot of the Range Rover, whose full name is the Land Rover Range Rover. Both SUVs wear the LAND ROVER badge on the back. As does the Land Rover Range Rover Sport, an offshoot of the Land Rover Range Rover. Land Rover is planning a smaller Evoque, which–if it was called the Sport, for example–would be officially known as the Land Rover Range Rover Evoque Sport.
Clearly, something needs to be done.
Hence, why Land Rover is planning Range Rover as a separate brand, focused on luxury while Land Rover handles the “utilitarian” models the company is known for. But the issue, according to Land Rover product manager Skip Pavlik, is “in flux right now.” Whether or not the Land Rover badging would still be present on the Range Rover, he couldn’t say. But if the idea to separate the Range Rover brand from Land Rover takes off, both will be aimed at different consumers, sold within existing Jaguar/Land Rover dealers, and allow the Evoque to focus on prestige and on-road driving.
Is it all an issue of brand marketing? Sure, perhaps. But try going down to the DMV and filling out “Land Rover Range Rover Evoque Sport” on the registration forms.