Today we watched the launch of Range Rover Evoque formerly known as LRX. This is the new member of Range Rover family after Range Rover Sport. The launch of the Evoque was really magnificent, I really wish to be in Kensington Palace to see live. It was an excellent event, actually it was one of the best ones. I can say this clearly! Even though I watched the launch from web cast, I can understand that Land Rover paid very high attention. Instead of revealing it in motor shows, they made something totally unforgetabel. I really asked myself why I am not there and watching this from my computer’s screen. This is like watching the fashion show from TV or watching the world cup from TV. The feeling is the same!
Main theme of this event was the Evoque, when I make a reverse engineering to Evoque, I found out that it is evolved from Vogue and added E to represent electricity and g is replaced with q to pronounce it easier :) Evoque will be the a competitor for BMW X1 and also Mini Countryman. I don’t know anything about Audi Q1 or Mercedes small SUV model like MLK! Most probably they will introduce those model unless it won’t be rational for German brands.
As far as I understood from the speech, Evoque’s interior will not be made from blocks of plastic. If you ever seen the first Range Rover Sport, you can understand my concerns. It was totally covered with plastic, one step better than Discovery 3 and very far from Range Rover. If Land Rover will use plastic like old days or like they did it in Freelander, they should forget any unbelievable demand from customers. Because, they will immediately jump into Mini Countryman or BMW X1! Land Rover must forget the material plastic from interior. If it is Range Rover labelled, it should be a like a Range Rover. OK, I am not expecting the same luxury but please be reasonable, huge plastic buttons are not cool and you customer target is not polar bears!
Exterior design is beyond any Land Rover or Range Rover vehicle. I really don’t like three door SUVs but this one looks amazing! I would buy a four wheel drive model. I said four wheel drive model, because it will be optional! As the world has changed, Land Rover also changed and four wheel will not be standard on this car. If you want to drive without any problem during winter, you have to four wheel drive model. Actually buying a Land Rover or Range Rover with four wheel drive is like buying boots without their ropes! I am sure many people will buy the front wheel drive model but I won’t and you shouldn’t also. That’s a Range Rover, pay more, save more and buy four wheel drive model! Don’t buy iPhone and iPad and you will save enough money.
Everything was great with the event until Victoria Beckham. Yes, that’s the moment I became totally disappointed. When he was talking about designer, I was expecting to hear Nicole Farhi or Vivienne Westwood! Or Paul Smith or John Galliano or Tom Ford or Alexander McQueen or Thomas Pink! But not Victoria. I don’t have a problem with her but please be reasonable Range Rover is forty years old brand and you hired a popular culture designer !?! Sorry but, this is totally a wrong decision and it is too late. What will you offer next? Range Rover Victoria with animal print interior completed with diamonds? UK has many exquisite fashion designers. They are the best one on their league and also they are very respectful like a Range Rover! Actually I have never seen Nicole Farhi or Paul Smith on The Sun. No Comment!
My advice to Porsche, work with Karl Lagerfeld in your new SUV. Yes, you will have offer a small SUV! Everyone knows this. Karl Lagerfeld will be the best celebrity endorsement for your brand. And Maserati should be with Valentino, Rolls Royce can match beautifully with John Galliano.
Pictures are taken from;
BMW and Land Rover Flickr Websites