Land Rover has plans for a new ‘Road Rover’ line of luxury EVs?

Seems that Land Rover will be using something new for the Chinese and North American markets. In the next few years British producer will present an electric car sub-brand dubbed Road Rover. Car will be presented at the 2019 Los Angeles Auto Show. Land Rover Road Rover and luxe-sedans like the Mercedes-Benz S-Class and the BMW 7-Series will compete.

Land Rover is looking at China and electrification

We don’t doubt the credibility of an ultra-soft-roader as a wagon or sedan. But that name: Road Rover? After reaching out to Land Rover, Road Rover story is speculation but did not deny a future product akin to what Autocar expects.

Nick Gibbs, a U.K.-based correspondent for Autoweek sister publication Automotive News, who had same doubts about the name. Gibbs is expecting Land Rover to expand the Range Rover name because of its brand equity rather than starting another line for cars. Earlier this year, Gibbs spoke with Land Rover designer Gerry McGovern, who echoed those  sentiments of equity.

“If you look at the Range Rover family of vehicles in the same way the Discovery range and the Defender that hasn’t come yet, there’s opportunities within all three families to expand into areas that we haven’t been in. I would argue that, at the moment, within our whole division, Range Rover has by far the most equity, in terms of premium pricing and in terms of sitting in that world of luxury” said McGovern.

Chinese new-vehicle market is still hot on luxury sedans. We’re pretty sure Land Rover will make something to expand its name and further around the world. However, there’s a doubt for Land Rover introducing a name like Road Rover instead of simply expanding the Range Rover lineup like the company has already done with the Evoque convertible and the new Velar. It looks like we’ll find out for sure what’s happening by the end of 2019.


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