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This is What I Think About the New Range Rover Evoque

The second generation Range Rover Evoque has been unveiled. Whilst the first generation Evoque was a game changer in this segment, also keep in mind the world was a different place back in 2010! The second generation brings less of a revolution. In 2011, people were not expecting too much in terms of technological features from a car and also the Evoque emerged looking like something from out of this world.

However, things have changed a lot during the seven-year time period. We are now an extremely well-connected society; everything we do is through our smart phones. We communicate across all devices and the Apple Watch 4, for example, is more powerful than the iPhone 4 from 2010!

It is therefore unsurprising that the unveiling of the second generation Evoque has not create the same vibe as last time. It is, arguably, just a smaller version of the Range Rover Velar. It does not provide drivers with the highly sophisticated driving assistance systems that can be found in the Mercedes-Benz GLC and the BMW X3. Despite being a new car, the Evoque is still at least five years behind its competitors.

Does it look outstanding? Unfortunately, no. It is just a smaller Velar and this will make people perceive the Evoque as a half-baked Range Rover Velar. The second generation Evoque does not bring any distinctive characteristics compared to the first.

Considering the positives, the engine is improved, as you would expect, and the interior is built better than previously. Is this enough, however, to attract people to purchase the second generation Evoque?

Photo credit // Land Rover

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Cars

Second Generation Range Rover Evoque | Coming soon…

Range Rover Evoque is back! The second generation will be revealed on November 22nd, 2018. Am I excited like the last time? No!

Unfortunately, Land Rover could not manage to close the gap between the German rivals in terms of driving assistance and semi-autonomous driving technologies. The Land Rover brand is now concentrating on being a luxury product rather than a functional product and therefore their focus is not on technological developments. While Land Rover have improved their infotainment and other driving assistance systems during the last seven years, there is still a ten-year gap between the German rivals.

For this reason, I am not particularly excited about the second-generation Range Rover Evoque. The Land Rover PR team’s effort indicates that they would like to position the car as a luxury product that can perform off-road. However, they have not signalled any technological improvements. Furthermore, the same creative concept, the wire sculpture, has been used again. So, my expectations regarding the second generation Evoque are very low.

I am sure that the new vehicle will look good and have improved driving performance. It will also offer more technological features than the first generation. However, I am not expecting to see a Mercedes-Benz GLC, BMW X3, Porsche Macan, or Audi Q5 rival here. These rivals are maximising luxury, efficiency, and technology.

Will the second generation Evoque sell well? Yes, it will. However, I do not think that Land Rover will be able to sustain their sales figures over the next seven years, as they did with the first generation. Consumer tastes are changing and as people focus more on technology and other experiences, buying a car is no longer something for everyone. A car may spend up to 80% of its life stationary, not being used, meaning that buying an iPad or an iPhone is a more appealing option for many. When a person has to spend money on these gadgets on instalment, they are likely to hesitate to commit a monthly payment to a product that will not be used 80% of the time.

Range Rover Evoque Second Gen

Range Rover Evoque Second Gen

Range Rover Evoque Second Gen

Range Rover Evoque Second Gen

Range Rover Evoque Second Gen

Photo Credit // Land Rover

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Cars

Range Rover Evoque Speed Bump Ad

The Range Rover Evoque is facing a massive speed bump. A few weeks ago, Land Rover decided to revive the memories of the Evoque in people’s minds through a 1990s-style advertising campaign. The Evoque was a revolutionary vehicle when it was first revealed in 2011, when Spotify wasn’t available to the US market.

After seven years featuring lots of new competitors and the increased importance of driving assistance in automotive industry, the Evoque feels like an outdated SUV that is approaching the end of its product lifecycle. However, Land Rover needs to sell the Evoque. So, they have decided to go back to the 1990s, and connect the brand with the people through a dialup modem.

The speed bump is a proper 1990’s campaign. They placed an exaggerated problem in daily life, and the product (the Evoque) is the only car that is able to overcome the problem. When we were connecting to the internet through a dialup modem, we would have found this campaign very creative and exciting.

However, we live in 2018, and the 1990’s-style campaigns don’t really work. They seem to be working, based on what we can see from the view count and the comments. Yes, the campaign is working! However, can Land Rover sell this Evoque to someone who is a car expert or someone who reads about cars all the time? Of course not!

In the short term you can see positive feedback and high view number. However, what about the long term results? Can this campaign change the decision of someone who is planning to buy the new BMW X3?

Based on my experience, any SUV on the market can easily tackle this problem. Actually, someone who has off road experience with a passenger car can also tackle it as well. When you approach the situation from the right angle, and you have the traction control, the rest is based on your experience. To be honest, a Ford Fiesta Fusion from 2004 can tackle this speed bump as well as the Evoque.

If the Evoque is so great, why didn’t Land Rover approach it directly?


Range Rover Evoque

Range Rover Evoque

Range Rover Evoque

Range Rover Evoque

Photo Credit // Land Rover