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  • The Rake

    WHEELS OF PROGRESS

    by nick scott photography piers cunliffe Apr 25, 2017 5 minutes
    Source: A scale model of the Velar made from clay.

    Reinventing a car marque is one thing. Reinventing a brand long associated with grunt, functionality and its boxy, behemoth silhouette into one that people associate with aesthetic beauty is another thing altogether. But that’s what Gerry McGovern has achieved during his 13 years spearheading a success story that could go down as one of the most remarkable in British business history.

    McGovern’s long-term mission — to induce visceral consumer desire for all vehicles coming off the Land Rover production line — has reached a new level with the introduction of the Range Rover Velar, the marque’s new, ready-to-pounce piece of modernist artistry, which is named after a pre-production development model built before the company’s official launch in 1970, and which slots into the range between the Evoque and Sport.

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