British carmaker Range Rover has spent decades establishing one of the most recognizable designs in the luxury SUV market. Now, as more new models arrive with similarly upright proportions and minimalist styling, the marque says it is not particularly concerned about losing its identity.
In fact, Range Rover appears to see some of the attention as a compliment.
Speaking to Australian media outlet Carsales, Range Rover global managing director Martin Limpert said the company views imitation as an indication that its design language has made an impact. Rather than reacting to every new competitor, the strategy is to continue evolving the original. Range Rover global product marketing director Ryan Miller similarly described the situation as a “badge of honour.”
The issue has become more and more noticeable as newer SUVs enter the market with styling that bears similarities to established Range Rover products. The report highlights the Jaecoo J7 as one example, with its proportions and design details drawing comparisons with the Range Rover Evoque. Other upcoming premium SUVs are also adopting the clean, boxy silhouette that has become increasingly popular in the segment.
Range Rover’s argument, however, is that design is only part of what customers are buying.
The company points to more than five decades of history, engineering expertise, and brand recognition as qualities that cannot simply be reproduced by adopting a similar exterior. The original Range Rover debuted in 1970, giving the nameplate a long-established position in the luxury SUV market.
That distinction could become increasingly important as competition grows. Two SUVs may share broadly similar proportions while offering very different experiences in areas such as engineering, interior quality, technology, driving characteristics and brand positioning.
Range Rover is nevertheless keeping a close eye on competition at the more affordable end of its lineup, particularly the Evoque. The report says that Jaecoo’s J5 and J7 have outsold their comparable Range Rover products in the UK and Australia this year. The next-generation Evoque is also being developed with greater visual differentiation in mind.
For Range Rover, the response appears to be evolution rather than confrontation.
Successful automotive designs have always influenced the wider industry, and similarities between competing models are nothing new. The bigger challenge is ensuring that the original continues to offer something customers cannot get simply by choosing a less expensive alternative.
The brand believes its heritage, engineering and brand identity provide that distinction. Its strategy, therefore, is straightforward: keep developing the design that others are following while giving customers plenty of reasons to continue choosing the original.
Autocar’s Take
There is nothing particularly unusual about successful automotive designs influencing the wider industry. Once a certain shape or styling philosophy becomes popular, similar ideas inevitably begin appearing elsewhere. For Range Rover, however, the challenge is making sure its products remain desirable for reasons beyond their appearance.
That becomes especially relevant in the luxury SUV segment, where newer competitors can offer increasingly sophisticated vehicles at more accessible prices. Range Rover’s heritage, engineering and brand recognition remain important advantages, but they cannot be taken for granted. Ultimately, the strongest response to competition may not be defending an old design, but continuing to give customers a compelling reason to choose the original.
