The Jaguar Land Rover success story rolls on, but the impact of the Range Rover Evoque on the successful company we know today cannot be overstated.
It was daring enough as a concept car in 2008 when it was revealed, let alone as a production vehicle in 2011. Parent firm Tata Motors took a huge risk in putting it into production, particularly given the global financial crisis that was gripping the world and, not least, JLR’s own problems, with at one point a decision having been taken to close one of its three factories in the UK.
2019 Range Rover Evoque to get heavy Velar influence
In 2009, Land Rover made just 144,371 cars in total. By 2012, the Evoque’s first full year of production, Land Rover’s sales had more than doubled to 303,296 units.
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289
Range Rover Evoque has changed JLR for the better ?
I think it depends on what your measure of success is.....if it is all about JLR being more profitable, then yes, this particular trick has been very successful.
From a practicle sense no, because this is an excercise in style over substance.
Taking a humble (and not particulary good) vehicle like a Freelander....nailing a Range Rover badge to the bonnet whilst glitzing the interior and chopping the roof so that it looks as if a building has collapsed onto it, then massively increasing the sale price by dint of the RR badge and the inference (not true) that a WAG designed it - is a neat trick which the gullible buying public have fallen for in droves.
Sadly this bloody awful shape with impaired practicality has now spread to most of the Land Rover range...even the previously practical Discovery. These highly stylised SUV's (and I include the German Coupe shaped SUV's) are exactly what SUV haters feed on as there is no sensible rationale behind them other than a show of ostentation. And dont even start me on the Evoque soft-top!
I have driven 4x4's for 25 years now, because I need the off-road ability and ground clearance and a practical SQUARE rear end for loading gear into. It is becoming increasingly difficult to buy this type of vehicle as manufacturers rush to emulate JLR's success.
Personally I also like big windows in my 4X4, it makes the journey so much more enjoyable being able to take in the view, plus when off road vision is everything....and I dont expect to have to pay thousands of pounds for '360 degree cameras' to achieve this. Of course LR are very happy to reduce your rear window to letterbox proportions so that you HAVE to buy the camera option.
I am delighted that JLR are now on a roll, good for them. But as a product they have no attraction for me.
beechie
Not really sure what you're point is.
So what? Thousands do and are happy to part with their cash.
eseaton
Seems pretty obvious to me
Seems pretty obvious to me what the point is. Any I completely agree with it.
80sXS
Astute brand management
With the Evoque, JLR merely fed the aspirations of those who hankered after, but couldn't afford, a Sport or Vogue. The Evoque could have been pretty much anything, so long as it included that desirable RANGE ROVER badging to the front and rear. No magic, no trickery, just a straight up example of tapping into an aspirational market. The Victoria Beckham association merely increased the desire within the target market, the soft top version just took it to another level. It would have been interesting to see the sales figures had the Evoque being launched as a more utlitarian Land Rover vehicle.
beechie
It wouldn't have mattered
wheelman
The design function left the Customer Service team behind.
JLR has rightly achieved some considerable success based on world-class design. Julian Thompson, Callum and McGovern have built teams that have transformed the company, backed by solid investment. Unfortunately the customer services team still seems to think its the 1970's and the Winter of Discontent.
Lotus Evora 400
289
@ wheelman
LOL, how true wheelman
Phil R
Yes, anything with a RR badge
Yes, anything with a RR badge on it will sell, but when the concept came out in 2008 it blew everyone's doors off. That they managed to keep it as close as they did for production was brave as hell, so all credit to them. Yes the other cars in the range have followed that style, but given it's success stylistically, would you deliberately make the others worse looking cars?
Peter Cavellini
Hmmmmm.....!
Only one this side of the Pomd to market an SUV with a Ragtop.....!
Peter Cavellini.
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