Land Rover has confirmed Velar as the name of Range Rover’s new luxury crossover, positioned to rival Porsche’s Macan.
While Velar sounds hand-picked to hang in the air and mimic the vowel placement of the Macan, Land Rover has used it before. According to the company, the name is derived from the original Range Rover prototypes from 1969, dubbed Velar as a way to disguise or veil them. Although why any vehicle before the Defender would need a secret working title is rather baffling when the company called almost every product it made before 1983 either “Range Rover” or “Land Rover” — sometimes tacking on a generational identifier, like “Series III.”
Still, any tieback you can make to your heritage is a win when it comes to marketing. Velar also fits Range Rover’s premium image and borderline sensual naming strategy that started with the Evoque. These are names that would work just as well being whispered by a model in a perfume advertisement; they just so happen to also be the names of two British sport utility vehicles. Read More >