Evolution of Rover
Instead of delving into the history to see how a legend was born, let’s look at the evolution of Range Rover as a brand rather an automaker. Though Rover as a company was established in 1947 and built its first vehicle, a Willy’s Jeep inspired prototype, it wasn’t until 1964 that the classic Range Rover shape evolved. By 1968 its prototype was built and finally presented to public in 1970.
Before Range, Land Rover built somewhat specialized off-roaders that resembled greatly with modern day Defender. Range Rover was a step forward as it placed the foundation stones of changing Land Rover’s image from an off-road vehicle to an everyday use, comfortable SUV with uncompromised off-road capabilities. Though its style and comfort were highlighted, its off-road drive was also frequently mentioned in media; Chigorodo expedition and impressive wins in Dakar Rally were publicized to establish it as a legit off-road vehicle.
By 1982, its five door version was finally introduced, followed by facelift in 1987. By 1994, its second generation of was launched with improved styling, yet it maintained its distinctive Rover looks, along with unique Range Rover diesel engines. Well within 8 years, third and current generation was launched in 2002, shortly followed by expansion of marquee; Sport was introduced in 2005 and in 2011 Evoque was also introduced.
Now there are two distinctive brands in Land Rover’s arsenal, the original Land Rover badge with Defender, Freelander and Discovery, and a premium Range Rover badge with Sport, Evoque and classic Range Rover. What does that mean in branding terms? Simply put its €brand expansion’. With Evoque being the new face of, it signifies move towards a compact, environment friendly SUV that is recognized as a Range Rover even without its badge and performs equally well in all terrains, on asphalt roads and on country side.
In that aspect, its image hasn’t changed and only design and shape have changed in past 50 years. Though it might make them look stubborn and stagnant but in reality they have molded themselves very cleverly. Sport was introduced and priced to fill the gap between Discovery and Classic Rover but it preserved its premium appeal and exclusiveness and Evoque is even more lowly priced than Discovery but maintains its premium Rover-ish posh appeal. Now both Rovers have compact, mid and full size SUVs in their model range and both are well equipped to milk this iconic brand.
