The new Land Rover Range Rover Evoque and Range Rover Autobiography Ultimate have raised the bar in Land Rover luxury standards, and may have served as catalyst in Rover’s plans to establish Range Rover as a separate brand.
The new Land Rover Range Rover Evoque and Range Rover Autobiography Ultimate have raised the bar in Land Rover luxury standards, and may have served as catalyst in Rover’s plans to establish Range Rover as a separate brand.
The offshoot Range Rover brand would feature all of the current Range Rover models, as well as the new Evoque. The hope is to solidify Range Rover’s image as the luxurious, on-road-minded sibling of the utilitarian Land Rover lineup. Branding Range Rover in this way will help target the different consumer bases which have emerged under the Land Rover umbrella, and provide added clarity to vehicle distinctions.
Beginning this year, U.S. Land Rover dealerships will be required to add Range Rover signs and placards alongside existing Land Rover displays. Further, the Range Rover name will be added to the exterior towers featured in front of dealership locations. This all coming just in time for The Evoque’s arrival in the fourth quarter, 2011.
Land Rover has waxed and waned on the brand ' separation' of Range Rover in the past, creating different, distinct logos for the moniker and promoting the luxury Range Rover vehicle line-up exclusively (like when they first set-up the dealer network and brought Ranges over to North America.) The level of that brand 'separation' has shifted apart from the other models and then back together as a pendulum swings... It looks like the shift is moving apart again...
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