How does Land Rover, one of the most prestigious British car designers, make itself more appealing to the Chinese market for the Beijing Auto Show? By having Victoria Beckham, one of Britain’s hot fashion designers, give the Evoque a makeover, of course. On April 22, the eve of the Beijing Auto Show, the former Spicegirl proved she is still Posh by unveiling her special edition 4×4 at Cafa Art Museum.
Beckham’s great sense of style and her history with Land Rover made her the perfect choice for the partnership: in 2010, she unveiled the original Evoque at a gala event in Kensington Palace. Her limited edition – just 200 were produced – is certain to make another splash.
Of the collaboration, Land Rover Design Director Gerry McGovern said, “Working with Victoria the intention was not to change the fundamental architecture and award winning design of the Range Rover Evoque. We wanted to create a Special Edition that extends its character in a new direction through understated, restrained colour and detail changes. Cars and celebrities are nothing new. But for us, this is not about celebrity endorsement. She owns and drives our products. We’re not giving them to her.”
Beckham’s version of the Evoque features vintage tan leather seating, rose gold-plated interior highlights, gloss black lacquers and veneers for interior trims, as well as textured aluminium and soft-feel black paint accents. The entire package is contained within an exterior paint dubbed “stealth gray.” “Throughout the process we were keen to ensure that the vehicle would appeal equally to both men and women,” McGovern said.
To promote the car’s release, Beckham has posed in her own fashion creations with the Evoque in a series of striking, shadowy poses, the advertisements themselves evocative of fine art. The ads speak to Land Rover’s desired clientele: the Beckham Evoque costs £80,000 ($129,192), about twice the price of the standard Evoque.
“Both Land Rover and Victoria Beckham are British luxury brands with credibility and global appeal,” McGovern said. “This dual ‘Britishness’ makes the collaboration even more exciting especially when considering the huge audience for bespoke products around the world, particularly in China, Russia and Brazil where Land Rover is growing.”
photo credit: nick knight