Land Rover Trademarks 'Road Rover' Name

Steph Willems
by Steph Willems
land rover trademarks road rover name

It might be just Land Rover looking to keep prospective or like-sounding names in the corporate fold, but a moniker rumored to herald a new Land Rover model line has shown up in a trademark application.

Spotted by Autocar, the “Road Rover” trademark is the best sign yet that the British utility vehicle maker is planning a range of vehicles that aren’t quite as ballsy and rugged as its other famous offerings. Previously, the name showed up only in internal communications.

The Land Rover brand isn’t exactly known for fuel stinginess, but Jaguar Land Rover’s future product plan calls for a bevy of electric and electrified vehicles — a technological burden carried heavily by the Jaguar brand.

It’s possible Land Rover’s upcoming electric vehicle, due out in 2020, could bear the Road Rover badge. Premium furnishings (and price) are guaranteed, but body style, well, that’s anyone’s guess.

A sedan seems foolish in today’s market, but as we’ve seen with Ford, cars needn’t look like cars. Just lift a wagon or hatchback to a minor degree, add all-wheel drive capability to ensure decent off-road and all-weather cred, and lineups of buyers seem sure to form. One thing a Road Rover would promise is greater handling dynamics.

As the trademarked name implies, Land Lover would surely use this opportunity to build high-performing driver’s vehicles, either as standalone models or hi-po variants of more sedate vehicles, instilling the brand with a newfound sporting image (but not the type of sporting that involves tweed hunting jackets and double-barreled Italian shotguns).

[Image: Jaguar Land Rover]

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5 of 16 comments
  • Polishdon Polishdon on Jul 26, 2018

    "Land Lover" ? (Last Paragraph.......) :)

    • Lie2me Lie2me on Jul 26, 2018

      Lol, yes, even Rovers prefer land to sea

  • Shortest Circuit Shortest Circuit on Jul 26, 2018

    Make a pickup and call it Load Lover.

  • Lie2me Lie2me on Jul 26, 2018

    Jack it up a couple of inches and call it a Roll Over... and over... and over

  • Hummer Hummer on Jul 26, 2018

    Just rename the whole company that, they make absolutely nothing capable of going off-road now as it is. Maybe trails, but most people don't count trails as off-roading, you can find all kinds of FWD Toyota corollas and camrys traveling up and down trails all over this country without the horrible design language LR has been using the past 8 years. What a waste of a brand, even Jeep still offers 1 off-road vehicle in its stable.