If you ask Gerry McGovern, Design Director for Land Rover, the Range Rover is to SUV design what the Porsche 911 is to sports car design. Beyond this, however, McGovern says that the iconic Range Rover serves “duality of purpose” in that it does anything, and at anytime. This, he says, is what Range Rover customers love most about their vehicles.
In approaching the Range Rover’s redesign, Land Rover knew that its new flagship SUV wouldn’t just compete against other high-end luxury sport/utility vehicles such as the Lexus LX570, Mercedes-Benz GL550, Porsche Cayenne GTS, and loaded versions of the Audi Q7, BMW X5, and Cadillac Escalade. A Range Rover competes against other luxury goods and services for the expendable income of a well-heeled clientele. And for that reason, a Range Rover must be about elegance, sophistication, intelligence, and exclusivity.