The SUV Market Will Reach 20 Million Units

We spoke with John Edwards, Global Brand Director for Land Rover, and Gerry McGovern, Design Director and Chief Creative Officer.

Mr. Edwards had this to say about SUVs:

"The SUV market will continue to expand. It's projected to be 30-40 percent larger by 2020, reaching a global market of around 20 million units."

"The trend will be towards smaller sizes and more design consciousness. Of course, with spacious interiors. As the leader in SUV brands, we are confident in our position."

EvoquePerhaps due to the global success of the Evoque, Mr. Edwards' tone was full of confidence.

John Edwards

Indeed, given that the Evoque revolutionized SUV design, it's only natural that he feels this way.

So, what about powertrains?

"SUV powertrains will become more efficient. We will explore possibilities from all angles, including gasoline, clean diesel, and EV. Also, while we are equipping the Evoque with a 9-speed automatic transmission this time, the combination with the transmission will be important."

They are investing £500 million in the UK to build a new engine plant. Scheduled to begin operations in mid-2015, it will produce both gasoline and diesel engines.

Furthermore, they plan to add a diesel hybrid model to the new Range Rover within the year, which should also be newsworthy. Incidentally, in 2012, sales of the Evoque exceeded 100,000 units, contributing to a 30 percent year-on-year increase in total sales.

Range Rover's Three Pillars

Now, let's move on from Mr. Edwards' comments and listen to designer Gerry, who unveiled the new "Range Rover Sport" at NY.

What is the differentiation between the Range Rover, the new Sport, and the Evoque?

"All three are designed under a single strategy. Each has a different role, so please consider the design as the embodiment of those roles."

"The Evoque's role is to attract new customers to a blank space, while the Range Rover's role is to appeal to our strong customer base."

"All three are designed under a single strategy. Each has a different role, so please consider the design as the embodiment of those roles."

"The Evoque's role is to attract new customers to a blank space, while the Range Rover's role is to appeal to our strong customer base."

"And the Sport, although very popular and selling well in NY, is designed to strongly appeal to our existing strong customer base. Perhaps more muscular? While it retains the traditionally boxy shape, this time it incorporates dynamism and technology."

McGovern, who revolutionized SUV design with the Evoque, has now made bold design changes to the Range Rover Sport. Furthermore, like the new Range Rover, it utilizes an aluminum frame – a remarkable feat.

With all this, the future of this brand looks bright. If the SUV market expands as Mr. Edwards mentioned at the beginning, Land Rover will undoubtedly continue to evolve as a leader in both technology and design.