Range Rover to become a separate brand focused on luxury

Article by Christian Andrei, on February 16, 2011

The Range Rover Evoque has a price tag of about $45,000, making it cost $8,500 higher than a Land Rover LR2 and about $3,500 less expensive than an LR4.

But while brands such as Toyota, Honda and Nissan don't put their badges on their respective luxury lines, the Evoque's full name is technically the Land Rover Range Rover Evoque and it wears a Land Rover badge on its rear valance.

There was an initial overlap in price, and Range Rover may go even lower with a sub-Evoque Mini rival and so there are questions on whether Land Rover wants to get any more separation with its Range Rover brand. Skip Pavlik, Land Rover product manager, said that dealers will add Range Rover branding to their towers.

He was referring to the signage outside dealerships that will show three brands now: Jaguar, Land Rover and Range Rover (rather than just Jaguar and Land Rover).

Pavlick also said that "the issue is in flux right now." Wayne Kung, Jaguar-Land Rover's manager of national product communications, said that while Land Rover is more utilitarian, Range Rover is the top end of luxury.

He said that the Range Rover isn’t less capable but the Evoque especially is “about unabashed on-road and urban driving." Pavlik said that "the Evoque started off as a Land Rover concept, the LRX, and it still has a Land Rover badge."

Neither Pavlik nor Kung could say whether that badge would be there in three years. Compared to Land Rovers, the Range Rovers are inexpensive. However, this isn’t seen as a problem for the Land Rover line. Pavlik said that price is “secondary” while Kung would say that they have “different customers." [via Autoblog]

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