The Clark Abel-designed Range Rover Evoque 'Dakar' has launched at Salon Privé.
Marking the debut of the new luxury bespoke design brand, the Dakar Evoque has been styled to appear more rugged than the standard car.
Chairman Geoff Cousins said the car was inspired by the Dakar Rally: "Our design cues give the Evoque a tougher, more masculine look. There's a tough personality and a great presence on the road."
Not limited to just exterior modifications, the interior of the Evoque has also been redesigned to offer more comfort and luxury. The company has also partnered with artist Paul Karslake to offer customers bespoke paintwork on their cars.
"Our aim is to cater for the discerning client," said Cousins "enabling them to totally personalise their car. This [Salon Prive] is a natural environment both for us and our customers.
"We want our customers to come and sit in the studios with us and direct and design their own cars."