Land Rover says Range Rover branding is "in flux right now"
 

<p>Filed under: <a href="http://www.autoblog.com/category/chicago-auto-show/" rel="tag">Chicago Auto Show</a>, <a href="http://www.autoblog.com/category/suvs/" rel="tag">SUV</a>, <a href="http://www.autoblog.com/category/marketing-advertising/" rel="tag">Marketing/Advertising</a>, <a href="http://www.autoblog.com/category/land-rover/" rel="tag">Land Rover</a>, <a href="http://www.autoblog.com/category/luxury/" rel="tag">Luxury</a>, <a href="http://www.autoblog.com/category/off-road/" rel="tag">Off-Road</a></p><a href="http://www.autoblog.com/photos/paris-2010-range-rover-evoque/"><img alt="Range Rover Evoque" src="http://www.blogcdn.com/www.autoblog.com/media/2011/02/landroverrangeroverbran.j pg" style="border-width: 1px; border-style: solid; margin: 4px;" /></a><br />
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Land Rover Range Rover Evoque - Click above for high-res image gallery</div>
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The <a href="http://www.autoblog.com/tag/evoque">Range Rover Evoque</a> will be priced somewhere around $45,000. That would be about $8,500 more expensive than a <a href="http://www.autoblog.com/model/lr2">Land Rover LR2</a> and about $3,500 less expensive than an <a href="http://www.autoblog.com/model/lr4">LR4</a>. But the Evoque's full name is technically the Land Rover Range Rover Evoque and it wears a <a href="http://www.autoblog.com/make/land-rover">Land Rover</a> badge on its rear valance - whereas brands like <a href="http://www.autoblog.com/make/toyota">Toyota</a>, <a href="http://www.autoblog.com/make/honda">Honda</a> and <a href="http://www.autoblog.com/make/nissan">Nissan</a> don't put their badges on their respective luxury lines. With this initial overlap in price, and <a href="http://www.autoblog.com/model/range+rover">Range Rover</a> possibly going even lower with a <a href="http://www.autoblog.com/2010/11/16/rumormill-land-rover-planning-sub-evoque-mini-rival/">sub-Evoque Mini rival</a>, we asked Land Rover if it was working to get any more separation with its Range Rover brand.<br />
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"Dealers will add Range Rover branding to their towers," said Skip Pavlik, Land Rover product manager, referring to the signage outside dealerships that will indicate three brands now - <a href="http://www.autoblog.com/make/jaguar">Jaguar</a>, Land Rover <em>and</em> Range Rover, instead of just Jaguar and Land Rover. Pavlick also said that "the issue is in flux right now."<br />
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"Land Rover is more utilitarian, Range Rover is the top end of luxury," said Wayne Kung, Jaguar-Land Rover's manager of national product communications. "You don't lose any capability with the Range Rover, but the Evoque especially is about unabashed on-road and urban driving."<br />
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It was Pavlik who pointed out that "the Evoque started off as a Land Rover concept, the LRX, and it still has a Land Rover badge." When we asked if that badge would be there in three years, neither Pavlik nor Kung could say. The price issue, however - Range Rovers that are inexpensive, by comparison, to Land Rovers - isn't seen as posing any problems for the Land Rover line. "Price is secondary," said Pavlik. Added Kung, "They're different customers."<br />
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<div class="postgallery"><p><s trong>Gallery: <a href="http://www.autoblog.com/photos/paris-2010-range-rover-evoque/">Paris 2010: Land Rover Range Rover Evoque</a></strong></p><a href="http://www.autoblog.com/photos/paris-2010-range-rover-evoque/#3418503"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/09/01rangeroverevoqueparis_t humbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/paris-2010-range-rover-evoque/#3418504"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/09/02rangeroverevoqueparis_t humbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/paris-2010-range-rover-evoque/#3418505"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/09/03rangeroverevoqueparis_t humbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/paris-2010-range-rover-evoque/#3418506"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/09/04rangeroverevoqueparis_t humbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/paris-2010-range-rover-evoque/#3418507"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/09/05rangeroverevoqueparis_t humbnail.jpg" alt="" title="" /></a></div><p style="padding:5px;backgr ound:#ddd;border:1px solid #ccc;clear:both;"><a href="http://www.autoblog.com/2011/02/12/land-rover-says-range-rover-branding-in-flux-right-now/">Land Rover says Range Rover branding is "in flux right now"</a> originally appeared on <a href="http://www.autoblog.com">Autoblo g</a> on Sat, 12 Feb 2011 13:35:00 EST. Please see our <a href="http://www.weblogsinc.com/feed-terms/">terms for use of feeds</a>.</p><h6 style="clear: both; padding: 8px 0 0 0; height: 2px; font-size: 1px; border: 0; margin: 0; padding: 0;"></h6><a href="http://www.autoblog.com/2011/02/12/land-rover-says-range-rover-branding-in-flux-right-now/" rel="bookmark" title="Permanent link to this entry">Permalink</a>&nbsp;|&nbsp;<a href="http://www.autoblog.com/forward/19837126/" title="Send this entry to a friend via email">Email this</a>&nbsp;|&nbsp;<a href="http://www.autoblog.com/2011/02/12/land-rover-says-range-rover-branding-in-flux-right-now/#comments" title="View reader comments on this entry">Comments</a>

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