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Although this iconic model of Range Rover has been launched in other markets in late September 2011, Coscharis Motors, the local dealership did not release the Evoque to the local because the quality of Nigerian petroleum, which according to Cosmas Maduka, president/chief executive of Coscharis Motors, is not compatible with the engine of the vehicle initially launched in other markets.
The company’s boss said the launch was delayed in order to retune the engine and make them compatible with the quality of petrol which has prompted Evoque’s eventual release. A satisfied Maduka, who was intermittently beaming with smiles, an indication of a dream come true, in his opinion, said the details of the British craftsmanship was irresistible.
He said it would be better appreciated after a test drive which will further expose the iconic product called Range Rover Evoque.
“Evoque will speak for itself. The concept of the interior design is completely at a different level and this is not just another moving object, it is Range Rover Evoque and it is about making a difference. Evoque is a Sports Utility Vehicle that possesses the control ride and refined comfort of the Range Rover sports in a smaller, lighter and more agile package,” he stated.
It is designed and built to deliver the assured responsive on-road performance demanded by premium sector customers who find the current line up too practical and conservative. The Evoque, he continued, has a character.
Just take Evoque for adventure or on-road pleasure drive, every occupant will soon discover the difference about the Evoque.
Coscharis Maduka maintained is envisioned to remain a market leader in the auto segment in Nigeria. This variant of Range Rover helps to buttress this claim as the Evoque is an iconic model in the Range Rover brand among competition in its segment. The Evoque, he reminded the audience, supports Coscharis Motors corporate philosophy – “value for your money”.
Responding on the target audience, he had this to say, “Our intention is to attract young buyers to complement our already established older customers.
As such we expect 90percent of our potential customers to be entirely new customers.”
The Range Rover Evoque is designed to start appealing to customers who would never have considered the Range Rover brand before. Some of that comes from the car’s size, which is very compact, fuel economy, maneuverability, on-road capability and style, he maintained.
Ideal for urban escape, Evoque is a city vehicle that demonstrates urbane orientation in its stylistic designs and it is the smallest and lightest Range Rover ever built. Although it does have clearly off-road capability, which is a core unique selling point of the Range Rover-Land Rover brands its on-road capability is as effective as it is powerful.
The market drive of the Evoque is the luxury consumers like hardworking individuals who love life, young couples and young families, single business executives, sporty and active Individuals, directors, executives and entreprenuers.
Described as one of a kind, though slightly different from the initial concept, the final car is even more luxurious and capable.
Evoque is a cross breed vehicle with the premium characteristics to meet expectations of both the young and the young-at-heart classy female and male customers.
Car freaks’ expectation is that with the Range Rover Evoque, Coscharis and Land Rover will, within the shortest time, be able to widen the market share of the brand within Nigeria and globally.
And for Cosmas Maduka, his dealership’s commitment is to remain relevant and foremost in the automobile sector despite what the competitors do. Consequently, relevant innovation and reinvention are two key drivers in the company’s business orientation with customers that are sophisticated being the focus.
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