According to Range Rover Design Director, Gerry McGovern, Beckham will advise Range Rover on interior designs. Her first work is on display on the Evoque.
Clearly this is a publicity stunt where Posh gets to pick a few colors, add a few accents and call it her own, attracting the interest of women who would otherwise not give a second look to the Range Rover brand.
Yes, the Evoque is a different Range Rover. It's smaller, less boxy, more fuel efficient and modern. Yet somehow this move just feels like so much marketing, an attempt to be hip by wallpapering over a brand that has lost its relevance. I doubt it will have much long-term benefit.
In fact, I hope it doesn't. I'd hate for GM to emulate this move by hiring Madonna to design a special edition Suburban.
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Perhaps Posh will be including a free boob job with the purchase of her special edition "Evoke". Seems to have worked for her!
ReplyDeletehttp://tinyurl.com/29uxndf
Actually, it's great marketing and PR for Range Rover and any critical comments which have been made seem to have been soleyby men- women will buy the new evoque- that would seem to be Range Rovers target market.
ReplyDeleteI guess the questions become: Is Range Rover damaging their image with their current core buyers by creating and overtly marketing "woman's" vehicle? Does it undermine the credibility of the brand as a producer of indestructible vehicles that can go anywhere? And, will it hurt the sales of other models in the line up?
ReplyDeleteIt's okay for Range Rover to target women. Harley did it when they built the 883. But they didn't paint it pink and hire Jennifer Aniston to be its spokesperson.
They didn't change the Harley brand to attract women. They sold the Harley brand and women were attracted to it.