Today Range Rover is working as its own brand, with JaguarLandRover dealers now representing all three-brand logos. After the release of the Range Rover Evoque, The Land Rover brand stated that Land Rover dealerships would not only sell Land Rover and Jaguar but will also sell Range Rover. This allowed the company to give the brands their own identity.
“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.
Early Range Rover products were utilitarian just as the previous Land Rover models but with a slightly more luxurious feel. Modern luxuries included a cigar lighter and sporty paint. It was not until Range Rover was used in sporting events such as the British Trans Americas expedition in 1972 led by John Blashford-Snell. He used two Range Rovers travelling through swamp jungle establishing the vehicle as a tough Land Rover.
The brand went ahead with advertising the vehicle as one that is as comfortable on the road in a city as it is in the desert. This style is still used today with the adverts for the Range Rover Evoque.
It took until 1981 for Land Rover to start pushing their brand image to the higher end of the luxury market. Over Finch in collaboration with Land Rover designed and built the automatic gearbox fitted in the Range Rover.
Land Rover was never a name synonymous with luxury, but that has changed with its current range of vehicles competing with the most luxurious on the market. Current owners consist of professional footballers and many celebrities who not only own a Range Rover but also choose to add their own bespoke elements, which can be seen on most glossy magazines and newspapers.
Victoria Beckham is the brand ambassador and was on the design team for the interior of the Range Rover Evoque. Putting on an event for the vehicle release in Bejing in 2012, the brand created a viral campaign that was backed by social media marketing via the automaker and Ms. Beckham. Brand analysts judged this as a wrong move by the Range Rover brand as fundamentally it has always been an elitist brand for the ‘posh’ which the Beckham brand does not evoke.
In 2013, Daniel Craig (007 actor) launched the new Range Rover Sport in New York in front of a huge audience. This further propelled the brand into its cool stage, linking with one of the coolest agents in the business.