Interbrand IQ: The Best Asian Brands Issue

rss

guest designers

Range Rover Taps Victoria Beckham

Posted by Shirley Brady on July 2, 2010 10:00 AM

Land Rover unveiled its "smallest, lightest, greenest" (and cheapest) Range Rover - the 2011 Evoque, designed by Victoria Beckham.

The Spice Girl-turned-fashion-designer attended its unveiling, above, at a posh (pun intended) party at Kensington Palace with Vogue UK yesterday. Given its partners, the new "baby Rover" was unveiled with all the glitz of a red carpet fashion show. The event also celebrated the 40th anniversary of Range Rover, which will roll its millionth vehicle off the assembly line this summer.

Beckham was also named Range Rover's creative director, in a similar partnership to Polaroid's deal with Lady Gaga and Popchips' arrangement with its new part-owner, Ashton Kutcher.

She was brought on board to help the Evoque, which started life as the LRX concept car, appeal to modern, well-heeled moms. See more in this video:

More about: , , , , , , , , ,

Comments (3) | Permalink

Comments

Peter Martin United Kingdom says:

Victoria Beckham, Creative Director, sells... eco.

They are 'aving a larf, right?

July 2, 2010 10:58 AM #

Margarit Ralev Bulgaria says:

She's pretty good for a industrial car designer Laughing
Nice PR move though...

July 5, 2010 10:59 AM #

Peter Martin United Kingdom says:

Actually, I do wonder even on the PR aspect.... the technical reputation already being somewhat undercut. Most will appreciate she's a bolt-on for marketing, but some professionals involved my feel a smidge dissed.

Undoubtedly using the ultimate footballler's wife to flog bling to WAGs is a nifty tribal complement, but some who may view the Range Rover in less overt nouveau arriviste terms my be deterred by visions of Burberry airbags. Maybe a future offspring might be called Connolly?

Plus as an icon of environmental best practice, not sure she's top of the green tree if the intent was to look good in that regard by association.

July 6, 2010 02:55 AM #

Comments are closed

Brand Chatter on Twitter

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2013 Product Placement Awards
Which brand is most bullish on Hollywood?
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
What makes a great brand?
BPBP
Branding Comeback Challenges
Denise Lee YohnLance Armstrong’s Brand
Denise Lee Yohn Weighs In
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly
Meet Ford's Resident Futurist
Marketing to the New MajorityBranding 123
A primer by Barry Silverstein

most viewed posts