September 19, 2011 - 4:15 pm
When India’s Tata, who is famous for creating the cheapest car in the world in 2008, took over the Jaguar
land rover, auto aficionados expected the demise of the premium British brand. After three years, sales and profits have increased by at least a quarter. What did Tata do correctly? Well, many agree that the launch of the new Range Rover Evoque has had a major impact.
Intending to expand as the largest selling Land Rover model, the Evoque is targeting a new generation of Range Rover buyers to compete with Audi’s Q3 and BMW’s X1. The Evoque, which is the smallest ever, Range Rover, has introduced the company to a new audience, which is mostly female. Although still a large vehicle, it is incredibly agile and sought after by a distinctively urban, younger customer base. The Evoque is sure to turn heads wherever it goes and although it has limited off-road ability, while the X1 has been criticized for it’s ugly appearance and limited suspension, Land Rover’s engineers have managed to create a rewarding car to drive.
Two engines are available: a 2.2-litre turbodiesel with 148bhp or 187bhp, and a 237bhp, 2.0-litre, four-cylinder turbocharged petrol unit, with prices starting at £27,955. While the petrol version is smoother, lighter and more powerful than the diesel, it’s much more demanding on the wallet with a combined consumption of 32.5mpg and 199g/km of CO2 emissions. The more economical option is the diesel, which has a consumption of combined 49.6mpg along with 149g/km in CO2 emissions.
So things are looking up for Jaguar Land Rover, and the campaign for the range rover evoque has definitely added to the company’s purse. Profits are expected to continue rising in 2012 when the company launches its regular models as hybrids, beginning with the latest Range Rover.