"The new generation of Range Rover is the culmination of Land Rover's 70 years of car technology, and we give back to our customers."
Li Dalong's words made a very deep impression on Jianghu Jun.
When a model has gone through more than fifty years of time and has undergone five generations, it can still pass on the classic from generation to generation, and it can still live forever, which is enough to prove the deep heritage of a brand.
From the forerunner of the luxury SUV segment to the present, each generation of Range Rover is like a Land Rover label of the era, reshaping the previous self and guiding the future of the brand.
On April 21, the new fifth-generation Range Rover was officially launched in China. A total of 4 long wheelbase models are available, and for the first time, the Shengshi seven-seat extended version is introduced, and the price range is 1.468 million to 2.498 million yuan. Among them, the seven-seat layout version first introduced by the Range Rover model is only priced at 1.468 million as an entry-level model, which is particularly noteworthy.
So how does Land Rover present a "better" Range Rover on top of the classic? And in today's industry changes, what are its subversive significances? To this end, Mr. Richard Shore, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, revealed the answer.
Pure on top of modern aesthetics
"From body proportions to lines, its minimalist design preserves both the original range Rover classic silhouette and a modern aesthetic." Li Dalong believes that all the innovations of the new Range Rover are based on purity.
Mr. Richard Shore, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization
For successful models, drastic upgrades can easily lose the classic image of the past, and it is difficult to adapt to the trend of the times with little change. Therefore, how to perfectly integrate classics and innovation is undoubtedly a challenge for the brand and the design team.
But it is clear that the new Land Rover interpretation of neo-modern luxury can convince consumers.
In addition to inheriting classic elements such as suspended roofs and mussel-shell hoods, "minimalism" is the design principle of the new Range Rover. No single line or detail in the bodywork is superfluous, fully embodying the modern minimalist design concept. The so-called "avenue to simplicity".
"The design of the body is really good, the design team really put a lot of effort into it, it looks like a huge yacht." Li Dalong couldn't help but marvel.
In addition to the more refined taillights, the design embedded only in the rear plane sharpens the interface separation, while a penetrating trim strip and the classic "RANGE ROVER" family nameplate are added between the taillights.
Once the traditional upper and lower tailgates open, the built-in luxury outdoor activity kit provides users with a picnic and outdoor style.
Overall, the new Range Rover is still a family flagship product at a glance, but a closer look at the innovative elements can still be eye-catching.
Listen to the market, users first
"After listening to some suggestions from the owner, the new generation of Range Rover has introduced a seven-seat configuration in the long wheelbase version for the first time, which is more suitable for large families." As Li Dalong said, a "temperature" brand will build vehicles according to user needs.
Nowadays, users put forward higher requirements for space and practicality, so the 7-seat layout can be widely used in multi-purpose car scenarios. Moreover, the price of the extended version of Shengshi Seven (1.468 million yuan) is the entry-level version of the current four versions, and it can be said that Land Rover has given users sincerity in pricing.
After listening to customer feedback, Land Rover's materials and configurations were designed with health and environmental protection in mind. Including innovative leather alternatives made in collaboration with European premium textile manufacturer Kvadrat combined with Ultrafabrics imitation leather materials, it achieves lightweighting while emitting only a quarter of the carbon footprint of conventional leather.
The pioneering air purification system uses dual nanoeTMX technology to effectively remove odors, bacteria, allergens, co2 management system and PM2.5 air filtration system to remove sanitize viruses and bacteria including SARS-CoV-2 virus. The air can be significantly purified, and particles can be intercepted and purified without passing through the filter.
In an atmosphere of humane care, the new Range Rover takes luxury technology throughout the cabin to new heights. In terms of intelligence, equipped with the latest InControl OS 2.0 infotainment system, daily car and entertainment needs can be operated through the 13.7-inch high-definition curved touch screen of the central control.
In terms of luxury configuration, the middle part of the rear seat can be reclined, there is an 8-inch touch screen to adjust the seat angle, and the front seat is installed behind the 11.4-inch entertainment screen, which can support HDMI HD signal.
With 35 speakers, the British Treasure sound power can reach 1600W. It is worth mentioning that two are equipped on the four main seat headrests of the whole car, which effectively plays a noise reduction and sound compensation effect. In addition, the rear seats of the long wheelbase version of the four-seater model also provide leg rests, and the standard leg seating space can reach 1 meter.
At the same time, more than 50 electronic control units support Software Online Upgrade Technology (SOTA), which keeps its functions in optimal condition throughout their lifecycle.
Reinventing the future makes strategic sense
Over the past 50 years, each generation of Range Rover has interpreted Land Rover's unique insights into luxury flagships from different eras, including innovative technologies and forward-looking concepts.
"The new generation of Range Rover is vital to the Land Rover brand, leading the way for the next generation of the brand in terms of design and engineering." The most mentioned by Li Dalong is the MLA-Flex luxury electrified architecture.
The platform can support the production of gasoline, diesel, plug-in hybrid, pure electric and other models, so in terms of power, the new generation range Rover offers a wide range of powertrain options.
It will offer the P530 with a 4.4-liter twin-turbo V8 engine and a P400 model with a 3.0-liter twin-turbo engine + 48V micromix. Among them, the P530 model has a maximum power of 530 horsepower, a peak torque of 750 Nm, and an acceleration of only 4.7 seconds from 100 km/h.
Because of its breadth to meet the policy and regulatory requirements of different countries and markets, the MLA-Flex platform will be a very important production platform for a decade in the "Reinventing the Future" strategy. That is to say, in the next two or three years, more models with different power configurations will be derived.
In addition to the innovation of the driving platform, the exploration of chassis technology has never stopped. With the latest ATRS Land Rover all-terrain technology, it combines excellent road comfort with all-terrain capabilities. For example, for the first time, it is equipped with a four-wheel steering function, in which the maximum steering angle of the rear wheel can reach 7 degrees, making the new generation of Range Rover more flexible in daily driving.
Not only that, the new air suspension system can judge the upcoming changes in the road ahead and adjust the suspension height and softness in advance, improving comfort while allowing the Range Rover to reach an approach angle of 34.7 degrees, a departure angle of 29 degrees, a longitudinal pass angle of 25.2 degrees, a maximum wading depth of 900 mm, and an active rear electronic differential lock, which can still adapt to difficult off-road challenges.
"Jaguar Land Rover looks forward to differentiating itself from luxury car brands through its unique design, bringing users maximum brand and product charm." The Range Rover has always been the brand's flagship model and a pioneer and model for the luxury SUV segment. Such a high evaluation is Li Dalong's high hope for the new Range Rover.
Now, the new generation of Range Rover is in short supply in the global market, with more than 40,000 orders, and some markets have even stopped accepting orders. In China, the new generation of Range Rover received 1,500 orders in just two months during the pre-sale phase, and dealers across the country also received inquiries and orders after the listing. It can be said that the data has confirmed Li Dalong's confidence. He said that in the Chinese market, we will do our best to ensure that customers pick up the car as soon as possible. People who want to buy a new generation of Range Rover, order as soon as possible!