Published on May 25th, 2011

Land Rover (Malaysia) Sdn Bhd today officially kicked off a one-of-its-kind pre-launch marketing campaign for the acclaimed Range Rover Evoque with the unveiling of a unique wireframe installation at Pavilion Kuala Lumpur.

The wireframe, a life-size art piece based on the new Range Rover Evoque, was created to provide a glimpse of the exterior design features of one of the most important new models from Land Rover in a generation.

London artist Benedict Radcliffe played a central role in creating the wireframe concept and advising on the creation of the sculptures. The pop-art installation was first revealed at the 2010 Paris Motor Show and has since made memorable appearances in cities around the world such as Johannesburg, Los Angeles, Moscow, Miami, Muscat, New York, Paris, Sao Paulo, Shanghai and Sydney as part of Land Rover’s global HELLOEVOQUE campaign.

Malaysia is the first market in Southeast Asia to unveil the wireframe as part of its SALAM KUALA LUMPUR HELLOEVOQUE campaign. Two units of the wireframe, constructed of steel tubes and painted in luminous lime green and neon blue, will be making appearances at various high-traffic locations around the Klang Valley for the next few months.

The visually-stunning installations are set to be the talk of town as they take prospective customers on a journey of anticipation leading to the arrival of the actual car on Malaysian shores in the fourth quarter of this year.

According to Land Rover Malaysia Managing Director Mohd Hazem Abd Rahman, the new Range Rover Evoque is set to change mindsets, especially among those who have never thought of buying a Range Rover before.

“We are extremely excited about the market potential and impact of the Evoque. It is a game-changer for the Range Rover brand as it defines a completely new segment in the SUV market. We are targeting a younger market who are style, technology and environmentally conscious. We believe that they will love its stunning LRX concept-based design, compact size and fuel efficiency. The Evoque offers a complete Range Rover experience in a smaller, more sustainable and attainable vehicle,” he said.

Land Rover Malaysia plans to bring in both the three-door coupe and the five-door variant of the Evoque with a choice of either a 2.0-litre petrol engine or a 2.2-litre turbodiesel engine. Prices for the Malaysian market have yet to be finalised but the Evoque is expected to be the most attainable Range Rover yet.

As global demand for the Evoque is expected to far outstrip supply at launch, the number of units allocated to each market is limited. For those who are keen to experience a new dimension in motoring with the Evoque, Land Rover Malaysia is now accepting bookings.

For more information on the Range Rover Evoque, please contact 1-300-1300-16 or visit rangeroverevoque.

words & pix: Range Rover


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