Can the Range Rover Brand Be Re-Born?

While one can choose to view the Range Rover glass as half empty or half full, the brand seems to be sinking into the modern history of high concept, low performance vehicles.  Range Rover probably ranks somewhere just below the DeLorean in this regard.  But with its new model, the Evoque, debuting to great acclaim, it seems as if Land Rover may be lifting a page from American auto companies such as Ford, in its attempt to reinvent and re-brand itself.

The Range Rover Evoque is a relatively compact luxury vehicle scheduled for production in 2011 from Land Rover. This is Land Rover’s first serious attempt at offering a vehicle designed to address the issue of climate change through the reduction of greenhouse gas emissions.  While several editions of the initial concept have been shown at various international auto shows, the final design is set in stone, and local Phoenix Valley area Land Rover dealerships should be receiving the car this summer.

A main focus for Land Rover in terms of future design direction is the interior design. Ambient interior lighting changes with the Terrain Response settings and vehicle data is presented by a ‘floating’ three-dimensional LCD display. An aluminium centre console with an iPhone docking station stretches the length of the cabin, separating the four seats.

The green tech package in this vehicle includes bio-fuel compatibility, lightweight construction materials and technologies such as the removable carbon composite roof panels, regenerative breaks, a stop-start system, and the ERAD (electric rear axle drive) parallel hybrid power-train system.

The Evoque model also comes with an optional high end ergonomically designed racing bicycle, specially fitted and designed for the Evoque.

Phoenix Arizona residents can view and test drive the Evoque or any of Land Rover’s current line up at Land Rover North Scottsdale (on Scottsdale Rd, near the 101 freeway).

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