Baby Range Rover gets Victoria Beckham as a brand champion
Evoque is based on the LRX concept
So it's Evoque, and not RRX, Storm or Ventura, all three of which names were under serious consideration to adorn the boot lid of the new baby Range Rover.
Instead, the newcomer gets a handle that's more in tune with the Range Rover brand's feminine side, and a celebrity champion to match in the form of Victoria Beckham.
Land Rover didn't approach the Beckhams, we learned at the glitzy launch in Kensington Palace last night, rather it was the other way round as David apparently has a bit of a thing for the Rangie. 'They (Beckham inc.) have wanted to do something with us for ages,' confided our well-placed tipster, 'but we've been saving them up for this.'
Gratuitous heritage shots...
Surprisingly perhaps, 'doing something' meant more than a simple celebrity appearance at the Evoque launch. Land Rover design boss Gerry McGovern used last night's event to announce a 'design collaboration' with Victoria Beckham around the new model. We learned later that the scope of the collaboration has actually not been decided, although it has been confirmed to PH that Victoria 'had lunch' with Gerry when they 'talked about the car'. There's no word on whether she brought her own crayons to the meeting...
Still, it's easy to be stuffy about this sort of marketing hype, but will anyone here on PH really mind if VB's input helps Land Rover shift another few boatloads of Evoques to the Yanks? It's all got to help that export driven recovery we're hanging out for, and Land Rover has already announced that 1,000 new jobs will be created at the Halewood plant in Liverpool when Evoque production gets up to speed next year.
Happy 40th Birthday, Range Rover!
The Evoque itself seemed to be very warmly received by both the glitterati and the more down-to-earth element at last night's revels - which also marked the Range Rover brand's 40th birthday - and while no technical details have been released we did manage to glean a few interesting snippets from company personnel.
The car is based on the Freelander platform (albeit in both 2 and 4wd drive guise), but we can expect the ride and handling to have a sportier feel more in keeping with the Evoque's 'urban' character. We're also told there's been a lot of energy expended on weight-saving measures, so at the very least expect to find those curvy front wings to be made of plastic.
The Evoque will be launched properly at the Paris motor show in September, when all the technical details will be revealed as well as prices, but the ballpark starting point is £35k, with a £5k discount if you go 2wd. After launch, we've learned that Land Rover will be looking hard at ways to build an extended family around the car, with a five-door on the cards in future. It might be the smallest Range Rover, but it looks as though it's going to be big.
With the marketing power of VB behind them (I guess noone there had noticed her inverse Midas touch), theyre going to need it.
They'd have been far better off with David. Seriously.
Im just going to chuck this out there:
Women, the target market, dont like VB in isolation. She's too perfect, too ideal, she has everything and thats one thing women dont like. She also appears to take herself too serisously. All women do actually, but they dont like it in other women. Its one of the many double standards that makes them so special.
They DO like David though and they DO like David and Victoria. They empathise with David as fallible (up and down career, affairs), a caring Dad, a bread winner, a trend setter with enough boyishness and simple charm to make them think he couldnt possibly be untrustworthy or sell you a dud. As a couple they can be seen to be more down to earth, facing the same challenges as everyone else (just in a different financial stratosphere) and I think only as a couple are they something that women want to emulate. If proof were needed, consider how much of a style icon VB would be were she married to a GMTV presenter or a recent divorcee from a league 1 goalkeeper? As a couple, they equal far greater than the sum of their parts.
So I envisage this:
David is reading a broadsheet newspaper (with humourous yet subtle headline relevant to his career on it? - the public warm to David's ability to be self effacing) at the breakfast table dressed in a trendy suit, hair immaculate ready for a work day (not football training, it spoils the illusion), whilst Victoria scurries around in the backround, dressed for either shopping or a gym/running session (trendy but accessible). No music, no voice over. "Darling Im taking the Range Rover today" she calls out, nonchalently but definitely, from in the background. David looks up from his paper, puzzled. "I thought you said you were going to get something a bit smaller and sportier than my Rangie?" asks David, using his trademark singularly raised eyebrow. Vicky strides over with one of the kids on her arm "I did." she says, breathlessly as she leans over to give him a peck on the cheek. Next shot is her hand simultaneously snatching up a Range Rover key off the table next to David's paper. Camera cuts to large gravel driveway in front of a tastefully large yet not offensive house somewhere in the Thames valley (Cheshire would be too WAG). In the foreground is parked a spotlessly clean, black top-of-the-woz Range Rover facing left to right. Then out from behind it appears VB in a white range-topping Evoque, child in the back, nice engine note plus faint sound of tyres on high-class gravel, exits to the right of the screen. Next shot is close-up of Victoria's face through the windscreen, leafy overhead trees slightly reflected in it, who allows herself a pleased grin and twists her hands as they grip on the plush steering wheel, with a slightly out of focus kid in a carseat over heer left shoulder. No voice over, just a clear white caption fading in at the bottom of the screen as it follows VB's face through the leafy windscreen with some tyre noise and a subtle engine note. "The New Range Rover Evoque" And the picture fades out with the audio lingering fractionally.
Sometimes, saying less is more. People generally love the look of these two, but historically, noone is interested in what they have to say (or sing). So dont let them say much.
Love the car, but as others have already stated, the bizarre VIctoria Beckham association has tarnished it a little.
Paul Smith John Galliano Christopher Bailey Stella McCartney Julien Macdonald Vivienne Westwood etc.
Any one of the above names would have heightened my interest. I simply do not rate Victoria highly (at the moment) as a designer. In the context of Range Rover, her WAG status will drive men away. Put simply; blokes should stick to proper Range Rovers. That's the message I got from the press conference. The more I think about it, the more feminine 'EVOQUE' seems. Next they'll commission a pink convertible version and have Paris Hilton promote it.
I don't believe VB will help sell this car to the 'Yanks'. If anything, an American designer would do a much better job of securing sales and I'm sure it wouldn't harm the 'Britishness' of the thing. During an economic recovery remember, it's crucial mistakes aren't made, more so than any other time during a products life cycle.
BUT; as stated...nothing is set in stone and LR/Range Rover have plenty of time to iron out all the niggles (ie. get rid of VB).
Incidentally, would a 'Sport' version have a tapered C pillar? That would make it one hell of a wedge. I suppose not, slightly worried that you'll be able to spec this thing up to £50k without too much trouble. A £50k ' Freelander' huh...
However good or brilliant the car was, I wouldn't want to be associated with decadent tweeting or bohemian aaaaartists, daaaaahling.
As has been said before, wait for the army of female oomph-loompahs to descend in hordes on this large Moschino handbag stylee thing.
Hello Evoqueay. Since when has being a 'BLOGGER' put you in the same bracket as a 'City Shaper' (a what now?) or 'Mover and Shaker'. I sense this 'image' was created by bloggers themselves. I'm not falling for it, no sirree.
Granted VB is a bit marmite, but I can't really see what all the fuss is about. The original Range Rover Vogue was a collaberation between Land Rover and Vogue Magazine. No doubt leaf-springers were pulling back their tweed caps and scratching ruddy brows over that too.
The fact is the, like it or not, VB is a successful, yet not too avant garde, British fashion designer at the moment. Blokes who say otherwise read too many red tops. (Apparently Ralph Lauren has been begging to collaberate with Land Rover for years). All Land Rover are doing is tying a product back into the fashion industry, just as they did with the Vogue in the 80s. Nothing new.
THe target market is well heeled mummies,... so what? What was the target market of the Freelander when it came out? That was the fastest selling LR product ever produced at the time, despite its monocoque shell and soft-roader looks.
I'm afraid PH lives up to its reputation again. Lets all knock a successful british brand (and don;t come out with all that "indian" nonsense!).
- shocking name - poor celebrity connection (although atleast one with some staying power) - atleast 5k too dear, justified by being a RR not a LR of course.
Looks like the marketing of this will become a complete sell out of the brand. What happened to the hybrid, the tech and 'modern' credentials. If it was good enough all the fashion victims would buy it anyway. (Especially with a stronger name like Storm etc....)
Starting to worry where they are going with and what kind of mess the new Defender will be.
Victoria Beckham appointed Creative Design Executive for Range Rover Embargo: 21:00 July 1st, 2010
The Orangery, Kensington Palace, London
Gerry McGovern, Land Rover and Range Rover Design Director, has appointed Victoria Beckham as his new Creative Design Executive. The announcement was made at the 40th birthday celebrations of the Range Rover brand, at The Orangery, Kensington Palace.
"Victoria Beckham is a talented British fashion designer and is extremely knowledgeable about great design and trends," said Gerry McGovern. "Victoria understands luxury products - she is a Range Rover fan and has been a Range Rover owner for many years.
Her fashion business is now in its third year and her designs are loved by critics and bought by many of the most stylish women in the world. I believe this appointment adds a new dimension to my design team as we continue to design products to appeal to a wider audience."
Speaking at Range Rover's 40th anniversary celebrations, Victoria Beckham said: "This is a very exciting collaboration. The classic British heritage of Range Rover and the effortless style, quality and beauty is something I truly admire and also what I hope to achieve with my own brand. I am honoured to take on this role and be part of the creative team."
Gerry's design team will be collaborating with Victoria Beckham on future special edition Range Rover design projects, starting with a Special Edition Range Rover Evoque.