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The 2013 model year Range Rover saw some impressive changes with a complete redesign that also boasted over 700 pounds shed off its body compared to its predecessor.
Well, you can’t blame Fox for at least trying to recoup any of the costs it sunk into producing the failed television show, Terra Nova.
The luxury SUV market is slowly but surely growing, and customer demand for these premium vehicles is causing companies like Lamborghini and Maserati to listen up and take notice. With the Range Rover, Land Rover has always had a premium offering in the upscale SUV market, but now with added competition the English marque is planning on pushing into a higher snack bracket.
Land Rover tested the market in 2011 with the Range Rover Autobiography Ultimate Edition, an SUV that was produced for a limited run of 500 and sold for over $100,000. The 500 that were produced were all sold within months, confirming to the company that there is a need for an expensive ultra luxury SUV.
Land Rover brand director John Edwards said, “The top model before that was £90k, so it could have been interesting. But they all went straight out of the door. The rush in China, Russia and Middle East was huge, and the UK exceeded forecasts, too.”
The next generation Land Rover is under production, and should be revealed to us by the end of 2013 with a considerable amount added to the price.
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.