Range Rover: Evolution of a Model to a Sub-Brand

In 1970, Land Rover launched their first Range Rover. In the last decade the full size Range Rover has become a sales success for Land Rover, not so much because of its off road capabilities, but as a luxurious and stylish SUV. These qualities have helped the vehicle establish itself as a symbol of wealth, status, and prestige. 


The Range Rover is considered to be one of the few automotive icons. Like the Porsche 911, VW Beetle, and Mini Cooper, one does not have to be an automotive enthusiast to recognize the Range Rover. In fact, some people confuse Range Rover as being a make rather then a model built by Land Rover. Nevertheless, the big barge that is the Range Rover is undoubtedly the backbone of the Land Rover lineup.  


Because of the cache of the Range Rover name, Land Rover has turned what was once the name of a model into an entire sub-brand. In late 2005 Land Rover introduced the Range Rover Sport. The Range Rover and Range Rover Sport are very different technically. In fact, the Sport and the LR3/LR4 have more parts in common than the Sport does with the full size Range Rover. However, both Range Rover models are better sellers then the cheaper LR4. 


Most recently, at the end of 2011, Land Rover introduced their third Range Rover, the Range Rover Evoque. This entry-level Range Rover shares its fashion conscience styling with its two older siblings while hoping to bring Range Rover to an entirely new market. 


In general, Range Rover has been and will continue to be the key to Land Rover's success, albeit with multiple models. Expect the Range Rover line to grow. The new full size will debut later this year and undoubtedly be a preview to future key Range Rover elements.