People Will Spend More For A Product That Truly Resonates With Them On An Emotional Level

Gerry McGovern, design director for Land Rover, discusses the Velar, a convertible derivative and the similarity in design between RR products

Velar positioning?

The Velar is clearly filling a vacant space in the Range Rover family between the Evoque and the Range Rover Sport. People who think the Evoque is a bit too small for them and are now growing out of it and want something a bit bigger. And there are people who don’t want something as big as the Range Rover Sport. I think, a majority of the people coming to this vehicle will be new to the brand. Although clearly you can still have incredible capability, the Velar probably communicates the most on-road going vehicle thus far. Although you could argue that the Evoque did that to a certain degree.

It’s a very sleek design