Land Rover has taken 18,000 global orders of the new Range Rover Evoque.
Although an exact buyer-breakdown hasn’t been announced, Land Rover’s target audience for the Evoque is younger than has been traditional for a Range Rover buyer.
Customers between 30 and 40 years old are expected to make up the majority of Range Rover Evoque sales and the company is hoping for a greater proportion of females among them. The forecast split is 50/50.
Having confirmed a production version of the LRX in September 2009, Land Rover embarked on a multi-channel campaign designed to reposition the Range Rover brand in this younger market, including social media, celebrity endorsement and close to 100 wire-framed Evoque sculptures, which were placed around the globe.