The Range Rover Velar Is Still Made On Hallowed Grounds
Why Velar customers are willing to pay extra for a car made on a historical site.
The facelifted Range Rover Velar was officially brought into Malaysia just months ago by JLRM with three variants on offer. With pricing starting at RM638,800, the Velar isn’t being positioned for those who are very value-conscious. Instead, the focus is for customers who are looking for a vehicle that properly reflects their taste and stands out amongst the many locally-assembled rivals that are available today.
Choose Beyond The Pre-Selected Options
One of the advantages of buying a CBU vehicle like the Range Rover Velar is that you get an extensive range of exterior choices. Unlike CKD units, which may be limited in terms of available variants and colours, CBU units often present a broader palette for customers to choose from. This variety enables buyers to personalize their vehicles according to their unique preferences, allowing them to select the colour and variant that best suits their style. For individuals who see their vehicles as an extension of their personality, the option to choose from a diverse range of exteriors can be a compelling factor.
Individual Tastes, Reflected
While most buyers are concerned with value-for-money, there are individuals that see a car as more than just a dollars and sense decision. A car needs to reflect the personality and tastes of the owner exactly and choosing a CBU vehicle is an expression of individuality. It goes beyond following popular trends and showcases the owner as a discerning customer with unique preferences. When personal taste is the driving force behind the purchase decision, it sends a message that the buyer is not swayed by conventional norms but is dedicated to selecting a vehicle that resonates with their individual style.
Investing In Your Own Uniqueness
The Range Rover Velar, being fully-imported, is a rarer vehicle than its competitors. This exclusivity can significantly enhance the image of the owner, portraying owners as individuals who appreciate uniqueness and are willing to invest in it. Unlike CKD units that may flood the market, a CBU vehicle is rarer, creating a sense of prestige and desirability. The exclusivity associated with CBU units contributes to a distinct image, positioning the owner as someone who values quality and craftsmanship. The perception of rarity can add a layer of sophistication, making the vehicle more than just a mode of transportation but a symbol of status and discerning taste.
Where The Range Rover Velar Is Made
Unlike most of the characterless factories and assembly lines we have here, the Velar gets assembled at the Solihull Plant, which played an important diversionary role as a Shadow Factory during the Second World War. After the war, Land Rover used Solihull as a development site in late 1947. This became the home of Land Rover – a site that has been instrumental in creating the automotive icons we idolize today such as the original Range Rover and Defender.
It continues to be the principal assembly plant for Land Rover all these years later, but with cleaner energy consumption and cutting edge production and development equipment. Owning a car built at this plant is akin to owning a part of living history as the site continues to grow and evolve with the times.
Today, the Solihull features Europe’s largest aluminium body shop which uses low-energy aluminium body construction technologies. This is essential in producing the Range Rover Velar – a car of timeless beauty, which was designed with a reductive approach. Creating a vehicle with aluminium is challenging work and this is compounded by the Velar’s tight tolerances and precision detailing that goes beyond anything else in its class.
About The Velar’s Construction
When Land Rover engineers and designers set about creating the Velar, the brand was in the midst of a design language shift. This gave them a unique opportunity to create new forms and bridge the familiar with the future. This is why the Velar looks striking within the current Range Rover portfolio. What you have is a new nameplate for the brand and the designers were allowed to create a unique character that did not feel like a shrunken down Range Rover Sport or an enlarge Range Rover Evoque.
Even compared to its rivals, the Range Rover Velar is distinct. Its aluminium chassis is lighter than steel, allowing the engineers to open up more space in the cabin and use more plush materials while still keeping the car nimble and drivable. You get features on the Velar that are unavailable anywhere else, such as Active Road Noise Cancellation, which uses the vehicle’s Meridian speakers to reduce the overall volume of tyre and wind noise. As such, the Velar is claimed by Land Rover to be the quietest cabin in its class.
So if you’re looking for a premium, mid-sized SUV that goes beyond the industry standard and comes with a story to tell, the Velar might actually be right up your alley. Check it out at your nearest Jaguar Land Rover Malaysia showroom or Visit website. www.landrover.com.my or call 03-92123102.
About the Author
Subhash Nair Written work on dsf.my. @subhashtag on instagram. Autophiles Malaysia on Youtube.
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