• Feb 12, 2011
Land Rover Range Rover Evoque - Click above for high-res image gallery

The Range Rover Evoque will be priced somewhere around $45,000. That would be about $8,500 more expensive than a Land Rover LR2 and about $3,500 less expensive than an LR4. But the Evoque's full name is technically the Land Rover Range Rover Evoque and it wears a Land Rover badge on its rear valance - whereas brands like Toyota, Honda and Nissan don't put their badges on their respective luxury lines. With this initial overlap in price, and Range Rover possibly going even lower with a sub-Evoque Mini rival, we asked Land Rover if it was working to get any more separation with its Range Rover brand.

"Dealers will add Range Rover branding to their towers," said Skip Pavlik, Land Rover product manager, referring to the signage outside dealerships that will indicate three brands now - Jaguar, Land Rover and Range Rover, instead of just Jaguar and Land Rover. Pavlick also said that "the issue is in flux right now."

"Land Rover is more utilitarian, Range Rover is the top end of luxury," said Wayne Kung, Jaguar-Land Rover's manager of national product communications. "You don't lose any capability with the Range Rover, but the Evoque especially is about unabashed on-road and urban driving."

It was Pavlik who pointed out that "the Evoque started off as a Land Rover concept, the LRX, and it still has a Land Rover badge." When we asked if that badge would be there in three years, neither Pavlik nor Kung could say. The price issue, however - Range Rovers that are inexpensive, by comparison, to Land Rovers - isn't seen as posing any problems for the Land Rover line. "Price is secondary," said Pavlik. Added Kung, "They're different customers."




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    • 1 Second Ago
  • 31 Comments
      • 3 Years Ago
      I am a current owner of a Land Rover Range Rover (which sounds ridiculous). I traded a LR3, for the RR and I have regretted it ever since. When the time comes for a new vehicle, I will probably be jumping down into the seat of the LR4.

      Also, please bring back the Discovery name. And give me a diesel.
        • 3 Years Ago
        I completely agree with going back to the Discovery name, the whole luxury vehicles need alphanumeric names is getting old. Discovery was a perfect name. That's the Land Rover to have now that the interior has improved so much.
        • 3 Years Ago
        they cant bring it back if they did the Discovery name, the genius execs over at Land Rover would just go ahead and split Discover and make it into another brand like they are attempting to do with the Range Rover....lol
      • 3 Years Ago
      Dumb idea. Land Rover Range Rover is confusing enough for many people. Putting the two names on signs will only add to the confusion.
        • 3 Years Ago
        It's just (silly) marketing.
        • 3 Years Ago
        I don't think anyone sees Land Rover as a budget brand in the US.
        • 3 Years Ago
        Just stick to the Range Rover name for it's luxury line and be done with it. As for the Land Rover name I think the only vehicle that should have that badge is the Defender.
        • 3 Years Ago
        This naming scheme is nothing new for Land Rover. Current Range Rover is officially known as Land Rover Range Rover Vogue in many markets.Then there is Land Rover Range Rover Sport. Both of these trucks have Land Rover logo on the steering wheel and hub caps.
        • 3 Years Ago
        Evoque would lose the prestige if it was relegated to a Land Rover though.
        • 3 Years Ago
        The LR marketing/branding is "in flux" now because they're afraid to either add another major name to the model line up or maybe consider creating a separate brand.

        It would be silly to consider the Range Rover name as a separate brand line as LAND ROVER. Land Rover means "all capable" and "luxury" at the same time. The LR Range Rover is the Land Rover flagship vehicle.

        LR should stop naming every new model the Range Rover "whatever" unless they really plan to separate the Range Rover name into a separate vehicle brand. I never knew they actually see the LR models in a different way as the RR-labeled models.
        • 3 Years Ago
        Well car manufacturer naming plans rarely make sense, what would really be the best is a badge and name delete option like porsche has, everyone should adopt it. I hate the 20 - 30 nameplates hanging off of a car when everyone already knows what it is. I dont need to be reminded what I own on 20 surfaces. Cars look best without words for the most part.
      • 3 Years Ago
      "Wayne Kung" ... I bet he has issues with his parents.

      Range Rover is one of the oldest "high end" marques based on a populist brand. I see what they were thinking: a "superbrand with utilitarian roots". But really, they should've dropped the "Land Rover" branding right from the start, and created a differentiated emblem for Range Rover. But then, given the political landscape, it was a good job they didn't: it kept the family together.

      As it is, in non-English speaking countries, it gets downright muddled: when I lived in France, I bought what was referred to as a "Land Rover Range". That's how it appeared on the official papers, too.
      • 3 Years Ago
      [blocked]
      • 3 Years Ago
      So basically a Land Rover Range Rover is a offroader that has no model name, but 2 brand names, none of which is Rover despite the fact that it is repeated twice, since that's a chinese brand (not even spelled Rover BTW since they use Roewe) ? Feck

      • 3 Years Ago
      Land Rover only has three high end vehicles, they are the Land Rover LR4 - Range Rover Sport (built based on the LR3 platform) and the classic Range Rover.
      • 3 Years Ago
      In my opinion, the Range Rover should be the only vehicle in the Range Rover line. I think that all the Land Rovers should have stripper models to compete with the Jeeps, and upscale models.
      Oh, and bring that Defender replacement over.
      • 3 Years Ago
      I guess RR will focus more on soft roaders.
      • 3 Years Ago
      Wheels. that is. I'd like Santa could bring me an edit feature, and that I could change my avatar. It says "upload successful. may take 5 minutes to update on blog" but after 5 hours, 5 days, 5 weeks and 5 years it's still the blue tacho. oh well. Oh, of course this is off-topic and I apologize for it. Won't do it again. Cross my fingers, hope to die if I do it again.
      • 3 Years Ago
      No matter what you call it that vehicle is dead sexy. Car manufacturers would do well to get more of the concept vehicle into production like LR did with the Evoque.
      • 3 Years Ago
      Land Rover Range Rover = Strange Rover
      • 3 Years Ago
      I didn't realize having a Land Rover badge on a Range Rover was such a big deal. The 2009 and older Range Rovers had Land Rover badges on the back of them, people just called them Range Rovers because that's what they are.

      I always assumed that the full name for the Range Rover was a Land Rover Range Rover. Have I completely misunderstood their branding this entire time?
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