When Is A Range Rover Not A Land Rover?
Having heard that the littlest Land Rover will go by the name “Range Rover Evoque,” Autoblog caught up with the Jaguar-Land Rover’s communications team at the Chicago Auto Show, and asked whether Tata’s luxury group would be trying to differentiate the Range Rover brand. Their answer?
Dealers will add Range Rover branding to their towers. the issue is in flux right now.
They will? This decision forces the question: what differentiates a Land Rover from a Range Rover?
Land Rover is more utilitarian, Range Rover is the top end of luxury. You don’t lose any capability with the Range Rover, but the Evoque especially is about unabashed on-road and urban driving.
There you have it. Certainly, “Land Rover Range Rover Sport” is an awkward formulation, but is “Range Rover Range Rover Sport” really any better? Is JLR making a worthwhile distinction between brands, or is it simply adding to America’s auto brand clutter?
Range Rover is apparently fairly serious about moving upmarket as Autocar reports it is about to announce a $200k+ “Ultimate” special edition. Plus, a new aluminum-platformed Range Rover is under development which will reportedly lose nearly one thousand pounds compared to the current model. More legroom and an interior featuring “the kind of lavish materials and design typified by Bentley” are said to be on tap for the new model. In short, it wounds like Range Rover is definitely headed upmarket… but where does that leave the Land Rover models?