Land Rover has recently finished three ‘Evoque Live’ shows, which have been held in London and Birmingham for 9000 influencers and potential customers.

A first for the brand, the shows consisted of a 25-minute performance (including fashion, dance and music), followed by a 1 hour hands-on with the Range Rover Evoque and the experts behind it.

The idea was to continue driving interest and foster more public knowledge of the model, which is launched in the UK this autumn. “We want Evoque Live to help turn intrigue into converts,” said UK MD Colin Green.

Not that the Range Rover Evoque needs much help. Already, there are 30,000 registrations of interest on the website, and 4000 £1-£2k orders have been placed. “We’re aiming for a six-month solid order bank prior to launch,” said Green.

“This will be healthier than for any other Land Rover yet”, which helps the Halewood factory stabilise production as it ramps up to full speed. By knowing well in advance which models have to be produced and when, it is easier for the plant to build smoothly up to full capacity.

It is important this is achieved fast. “The Range Rover Evoque will become our biggest-selling car ever, by a significant margin.

“It will bring Range Rover to the attention of many more people. If you don’t want a 4×4, you traditionally ignore Land Rover. The Range Rover Evoque is more accessible – a car with 4×4 ability – and we expect significant conquest sales because of this.”

Conquest

Land Rover is expecting sales to come from Audi TT and MINI drivers, but also expects a lot of incremental volume from existing Land Rover owners. “Our customers are extremely loyal – a common scenario we’re predicting is for Range Rover drivers to buy an Evoque for their wife, to replace her VW Golf GTI.”

Although 90% of sales will be diesel, the conquest sales from Golf GTIs and other models is why the turbo petrol engine is also being offered. “We need to have an offer that will attract interest from those coming out of petrol.”

Overall, 80-90% of sales will be conquest from other brands. Which means interest and demand is going to be huge. So, how does a manufacturer manage this, and the resultant lengthy waiting lists?

Green admits that 6 months is about the limit people are prepared to wait for a car. “This is where our dealer network comes in. Retailers need to manage customers carefully, and show them all the options, which could even include a used Range Rover while they wait for a new Evoque.

“We are also planning a series of special edition Freelander and Range Rover Sport. This will offer fresher alternatives elsewhere in the range, for those customers we’ve attracted into dealers but who can’t wait for an Evoque.

“Dealers will be able to present these as alternatives, in scenarios that could include taking a special edition now, and getting into an Evoque some time next year.”

“It will be a challenge, but we are fully preparing for it – and it is a nice one to have…”

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