Plans to set-up individual Land Rover and Range Rover brands scrapped
30 November 2007

A major design review instigated by Land Rover design director Gerry McGovern has concluded that future Land Rover and Range Rover models should share more of a common design design language than is currently the case.Rather than separating the two brands with different design styles, they should in fact be pulled closer together, according to the company's latest research.The market research has also revealed that some customers are confused by the two brand names, assuming that two different companies produce the vehicles.

Solihull's more coherant future

A year ago Autocar revealed Land Rover’s plans to spear off in two different styling directions. ‘Premium Adventure was the buzz-phrase for Land Rover’s new design language, which would explore the Smart-style exposed ‘safety cage’ body style. ‘Premium Sophistication’ was the buzz-phrase for Range Rover vehicles, ‘the ultimate in refined, progressive and powerful design’.However, as Land Rover enters its last few weeks under Ford ownership, McGovern says that the company is now working towards ‘a cohesive design language for the whole range’.‘We want Land Rover to have the equity of Range Rover. We don’t want them to be separate, but there’ll be a clear personality difference between Land Rover and Range Rover.’The company’s upcoming concept car – due to be unveiled at January’s Detroit show – will be the first evidence of Land Rover’s new design direction.

Hilton Holloway

Come back to Autocar.co.uk on December 18 for exclusive news, pictures and video on Land Rover’s ‘Freelander Sport’ concept

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