By on October 16, 2017

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I’m normally among the first to roll my eyes when automakers speak about “brand identity” and other such marketing claptrap, but when Land Rover employees speak of how the new Range Rover Velar fits in with the brand, it is hard to deny that they’re being accurate. Whatever it is – or isn’t – the Velar has a certain feel about it that only its stablemates share.

More on that later. First, an introduction. For those that don’t know, the Velar is meant to slot between the Evoque and the Range Rover/Range Rover Sport in the Range Rover lineup. It’s also meant to be a more-stylish alternative to the slightly gawky Land Rover Discovery.

The Velar sits in a weird space in the luxury SUV landscape. Its closest competitor may be the Porsche Macan, but the two don’t line up exactly in terms of performance. Jaguar’s F-Pace, which shares its platform with the Velar, plays the part of both sibling and rival, while the Audi Q5 is also in the conversation. But price, specs, and mission vary among these four – as well as others, such as the BMW X4 and the Mercedes-Benz GLE-Class.

Land Rovers and Range Rovers are supposed to offer luxury, off-road capability, some on-road fun, and charming (and not-so-charming) British quirks. They’re also sometimes tarred with a reputation for spending more time in the shop than on the road.

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