Land Rover design chief sees multiple ways to expand lineup

Land Rover Chief Design Officer Gerry McGovern has played a key role in the brand's current success. Since taking the job in 2006, he has created so-called "white space" models to close key gaps in the SUV specialist's lineup. One example is the Range Rover Evoque, which became the Land Rover's best-selling model soon after its 2011 debut. Another is the new Range Rover Velar. McGovern explained why Land Rover sees additional opportunities to expand the brand’s portfolio during an interview with Automotive News Europe Correspondent Nick Gibbs.

How does the new Velar fit into the Range Rover lineup?

One aspect is its scale. For some people the Range Rover Evoque is a bit too compact and the Range Rover Sport is a bit too big. But [the Velar] is also a Range Rover with a different twist, with a more road-orientated emphasis. It's offering people more choice in an SUV market that’s growing disproportionately. It's certainly made the connection with people, judging by the reaction.

How important is price and size when trying to differentiate your models?

If you're in a Range Rover Sport you're sitting higher [in price]. You're lower in the Range Rover Velar, you're a bit more compact and it's less overt. A brand like ours has this ability to stretch. I would argue you could have two Range Rovers that are exactly the same size but if they had two personalities then they've both got equal appeal but to different customers.

Does that allow you to reposition the Range Rover or Range Rover Sport?

It could but we have a strong customer base for Range Rover and Range Rover Sport. No other manufacturer sells that volume of vehicles at that price point in that market sector.

Could you create a vehicle that could go up against the Bentley Bentayga?

Absolutely.

Would you want to?

Why not? If you look at Range Rover it has a broad price range from 76,000 pounds ($86,200) up to 176,000 pounds. Clients can then come to our SVO [special vehicle operations] division to create a truly bespoke Range Rover that can move the price above 200,000 pounds, so it's not a very big step to get into Bentayga territory. What we have is the pedigree and authenticity in that sector. That's what we're renowned for. We’ve got the unquestionable pedigree, so why wouldn't we do it?

That means there are more models to come within Range Rover?

Within our lineup of vehicles Range Rover has by far the most equity, in terms of premium pricing and luxury execution. Part of what we do in design is to envision what those opportunities could be, and say 'What if we did this type of Range Rover or Land Rover?' For me, a family is more than two and with Discovery we've only got two vehicles, so there are a lot of opportunities. We have to work out what our priorities are and what level of investment is required.

What do you think the autonomous car of the future will look like?

There's a lot of talk that in 25 years kids won't have a desire to drive a car, that people won't own cars any more. But nobody is talking much about the fact that people have a visceral desire to own vehicles that they enjoy and that resonate on an emotional level. For me the thing that delivers that is the design. Design is the glue. So, for me these things can only come to life though a brand's essence, otherwise they're just commodities.

What's a good example of something that should have died out due to a shift in technology but didn't?

Look at the Swiss watch industry. You don't need a watch any more, but the levels of investment and revenue are still very high. That's all fueled by desire. People buy them because they resonate with them.