HISTORY IS REPEATING ITSELF FOR THREE CAR-MAKING GRANDEES
THREE GREAT BRANDS mark their 70th anniversaries this year: Land Rover, Porsche and Lotus. We celebrate all three this week, each marque being the author of several key chapters in the history of the motor car.
Like all great car makers, they are not standing still, either. After revelations last week of an incredible new Lotus hypercar leading the next era of models (at last), this week Land Rover and Porsche launch all-new versions of their own superstars, the Evoque and 911.
Intriguingly, Land Rover has taken a leaf out of the 911’s book in changing only very subtly the styling and proportions of the Evoque between generations. While others might lament it as ‘samey’, this iterative evolution is instead a sign of huge confidence.
Evoque sales have never dropped below smash-hit levels since its arrival in 2011, so why radically change it? Look at some of the big-selling mainstays of the industry, such as the 911 and Volkswagen Golf, and they’ve been repeating the same trick for decades.
It’s only when you make a dud that you have to reinvent the formula. While we await Land Rover’s replacement for the Defender, it already has another icon evolving in the Evoque.