Brands are just brands until they stop selling products and start selling dreams. In that moment, they detach from this world and become so much more.

Everything dates back to 1885, when the Rover Company was nothing more than a simple bicycle manufacturer in Warwickshire, England. A couple of years later, the chief engineer at the company, Maurice Wilks, saw the future of the company in the automotive sector. Shortly after the end of World War II—inspired to create a versatile off-road vehicle—a model series called Land Rover was conceived, finding deep appreciation among farmers, explorers, and military personnel. Even if this line brought incredible success to the company, Wilks noticed a growing demand for a particular typology of vehicles that were more comfortable for off-road scenarios. His vision to create a line that fused the capabilities offered by Land Rover with the elegance and comfort brought by a simple passenger car culminated in the unveiling of the first Range Rover model in 1970. Acting as a real game-changer for the industry—revolutionizing the meaning of off-road experience—the line was designed specifically for those we could call the affluents—namely, professionals, entrepreneurs, and successful business owners who were looking for a way to reflect their status, sophistication, and progressive mindset.

Range Rover Advert, 1970, The Rover Company.

Let’s remember that these were trailblazers and influencers in their communities, known for their refined taste and high appreciation for quality and innovation. They were individuals who valued experiences and the nicest things in life. They weren’t only looking for a vehicle that could handle their adventurous spirit but also one that could seamlessly fit into their urban and social lifestyle. As time passed, Land Rover never stopped reinforcing the association of Range Rover cars with the themes of luxury and comfort by creating a narrative that has consistently evolved and adapted to maintain the brand’s position as a leading luxury SUV brand. The 1990s up to the 2000s saw the Range Rover cementing its status as a luxury icon, thanks to the support shown by high-profile celebrities such as David and Victoria Beckham, Michael Jordan, Madonna, and Lady Diana.

Since entering the 2010s, the brand has continued to innovate and evolve with the introduction of new models such as the Range Rover Evoque and Range Rover Velar, which expanded the brand’s appeal to a wider demographic, creating a global phenomenon. In particular - by investing in deep innovation - the brand has widened its offer, making it suitable for diverse typologies of clientele, from young affluent professionals - who were looking for a stylish, luxurious SUV - and tech-savvy consumers, to environmentally conscious clients and urban dwellers. Last but not least, by adding the possibility to personalize certain vehicles, the brand has demonstrated its ability to adapt with time by understanding cultural shifts. Amongst the several reasons that generally push customers to buy, Range Rover specifically considered those clients whose needs requested control and mastery, making them feel in control of their car from the beginning. Alongside this practical side of the brand’s narrative - made of technological development - Land Rover has conducted a proficient communication activity offline and online that has created a solidly convincing storytelling, attracting people from all over the world. Starring itself as the main character, Land Rover has written a script where the social presence has been used as the mirror for the customers’ dreams, lifestyles, and aspirations.

First, the theme of exploration and adventure.

The brand has always been aware of the necessity of being ahead of time, understanding customers’ behavior and cultural changes. Land Rover realized how important it was to stay true to its heritage while looking at the future by interpreting the evolution of certain cultural themes such as exploration and adventure indeed. During the late 19th and early 20th centuries, being an explorer or adventurer meant discovering uncharted territories, studying diverse cultures, and conducting scientific expeditions. But during the most recent times, the concept has changed because people and our values have changed. Individuals of all ages started taking on adventures that consisted of seeking thrilling experiences in diverse and beautiful environments. As we do value life, and we do value the time at our disposal, we now allocate much bigger investments than ever before when it comes to ourselves. In fact, some customers of today want the perfect combination of the excitement of exploring the Earth and the comfort and luxury of the journey itself. And that’s exactly where Land Rover stands. The communication strategy - implemented for the most part on socials like Instagram and YouTube - aimed at reinforcing the theme of travel by producing content that would reflect the desired lifestyle of Land Rover’s customers. Deserts, cities, and mountains are just some of the many locations that the brand used as aspirational meccas. The key factor was built on the acknowledgment that - no matter where we go and no matter what we do - the brand will always be there for us.

Symbol of a subtle statement.

When a company has this incredible amount of success, one of the reasons has to be reconnected to the effort put into turning clients’ aspirations into reality - the utter capability to turn something abstract into something tangible, that can represent much more than a simple object. Land Rover perfectly understood its market positioning and therefore the needs and requirements people were looking for. They realized that by being part of the luxury segment they had to stick to a precise design that would reflect the personality of the average customer. Confident. Strong. Independent. Sophisticated. Timeless. By driving a Range Rover, we are not simply driving a car. That vehicle is the vessel that shows the world the true representation of ourselves. As for many things and businesses, we look at brands as the potential reflection of our personalities. Sometimes we want to scream it loudly and that’s why we choose Louis Vuiton. Some other times we analyze our persona and we realize we are deep down way more silent and introverted. Therefore we need something low-key that passes under the radar. That’s what Range Rover is. A silent energy of understated confidence on the move.

Vivid storytelling & Range Rover Houses.

And here’s the genius. Land Rover soon became aware of the importance of creating tangible examples of the lifestyle described in their communication. Conceiving an aura of luxury, confidence, and comfort certainly contributed to placing the brand in the high-end market sector, generating ever-growing interest, appeal, and buzzing. But one rule we’ve all discovered in the last decade is the need for brands to expand their activity to the ground level, making people able to touch that story with their own hands. A good communication strategy online is what attracts customers in the first place. Building a solid image in the mind of people is what contributes to consolidating a strong association with specific values. And those values are the key to setting us apart from the rest, creating the so-called USP (unique selling proposition) - which is the factor that answers the question “What is it that you have and others don’t?”. Without a clear perception, our efforts will not pay off. Or at least not in the long run. This is why the project “Range Rover House” was born.

Range Rover allows well-to-do owners to participate in a global series of invite-only luxury experiences at some of the most exclusive locations on the planet. Range Rover House plans on providing a platform to serve its clients with a curated lifestyle experience that embodies the Range Rover brand. Through a history of 20 events organized in some of the world's exquisite destinations, from Courmayeur to California, the brand has offered an authentic luxurious experience that is way more than a simple showroom. Only selected Range Rover SUV owners are in the position to receive invitations to these beautiful events. The selection allows guests to live a 360 experience made of precious food, upstanding hospitality, and thrilling test drives. As an ulterior attempt at creating a vivid idea of a luxurious lifestyle, the selected locations chosen for each event offer their guests the chance to enjoy massages and several other wellness practices. Taking the words out of Stuart Schorr’s mouth - director of Communications PR at Jaguar Land Rover - what they are trying to do is to “recreate the sense of sanctuary one feels inside of a Range Rover”.

Range Rover House, California, *Land Rover* *website*

Endorsement.

If these are the reasons that put the brand in the position to be considered a synonym for luxury and exclusivity, another factor played a pivotal role in consolidating that image. We all are on social media. We all look at the news. And we all are attracted to gossip. Well, I’m sure it’s happened to you at least once to run into public pages such as Just Jared, Popsugar, or Hollywood Life, leveraging celebrities’ lifestyles to drive interaction and buzz. They often serve as trendsetters and influencers, making choices that affect consumer behavior and preferences. The world has constructed a reality where celebrities are the real aspirational land to get to. A land made of success, recognition, and happiness. And yes, we know that may not be true because at the end of the day, they are as human as we all are. And as such they all have their problems. But still, the arrival of socials has contributed to creating an image of desire, admiration, and aspiration when it comes to them. On the outside, they look indestructible and perfect, and that is all the world needs to know. This is why when high-profile individuals like them are seen driving a Range Rover, it reinforces the brand's aspirational appeal. Consumers may aspire to emulate the lifestyles of their favorite celebrities by dreaming about the same luxury vehicles thus elevating the brand's status and desirability. And why does all of this happen? For the same reason we mentioned before - because celebrities are portrayed as symbols of success, wealth, and status. Consumers may view a Range Rover as a vehicle of choice for successful individuals who prioritize luxury, comfort, and style, further enhancing the brand's image in the luxury automotive market. Over the years, the number of celebs buying into the brand has skyrocketed so much that the Range Rover is - as of today - the first choice of SUV car in the entire world.

Justin and Hailey Bieber, via JustJared.

Unconscious resemblance.

There’s another detail that crossed my mind while thinking about the content for the article. We said before how the brand has fostered a direct association with a particular attitude and lifestyle. A way of living dictated by the attributes of power, confidence, and silence, that perfectly embody the mentality of the typical customer of Range Rover.
That’s why when we look at an SUV of the brand we immediately think of security and dominance. And this made me wonder. When we see pickup trucks and SUVs, we inevitably see a common line lying underneath where size and impressiveness take control of the scene. And then I thought - what’s the first example of a vehicle of this magnitude? The American presidential car. The design, the blackness, and the hugeness have outlined an indistinguishable profile that will go down in history as one the most iconic models ever produced. All the big cars such as pickup trucks, SUVs, and bigger-than-the-average vehicles - that create an appeal dictated by the design matched with the size - inevitably take inspiration from the iconic black Cadillac.

The presidential Cadillac "The Beast", Mandel Ngan, Courtesy of *Getty Images.*

Even if the exteriors may be different sometimes - as the lines of the car can follow different angles - the feeling while looking at vehicles of this size remains the same. When we cross the street and come across a black impressive SUV, we will always have the same unconscious reaction. We won’t see a car. We won’t be staring at a black giant vehicle. We’ll witness greatness, power, and unwavering confidence. Range Rover has done way more than simply proposing cars. The brand has become so much more than a simple successful car producer. This is one of those examples where the story has been narrated so masterfully that we’ve almost forgotten what the subject is. All you see - from the communication and campaigns to the products - is not a reflection of Range Rover itself. This is not the usual story we’re used to listening to. In our mind, Range Rover is not a brand anymore. For some, it’s an aspiration. For others a dream. By losing any material attachment to the perception of itself, the company has transferred its headquarters to another dimension where it’s playing a different game than the rest.

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