SHANGHAI, March 2, 2017 – Land Rover, the leading four-wheel-drive brand of Jaguar Land Rover, expanded its series of luxury SUV (known as Range Rover) with the new model ‘Velar’ with the Chinese brand name 星脉 [xīng mài] created by Labbrand.
First launched in 1970, Range Rover is the flagship SUV model of Land Rover. The new addition ‘Velar’ adopted the code name of Range Rover’s first ever prototype, derived from the Italian word ‘velare’ meaning to veil or cover. Following the success of Range Rover, Range Rover Sport and Range Rover Evoque, Range Rover Velar embraces a simple yet revolutionary design that exudes confidence and individuality, with the elegant interior, innovative technology and prominent performance. Delivering an engaging, thrilling drive, it will help Land Rover comprehensively fill the luxury SUV market.
Labbrand, the Leading China-originated global brand consultancy, worked closely with the client to create the Chinese name 揽胜星脉 [lǎn shèng xīng mài] for Range Rover Velar. 揽胜 [lǎn sheng] is inherited from Range Rover’s existing Chinese name, a proven success and an iconic symbol of the luxury SUV series. 星脉 [xīng mài] is the given name of the new model. Meaning ‘star’, 星 [xīng] resonates with the astonishing design of the car, while 脉 [mài] carries the meaning of ‘vibe’ and ‘bloodline’, evoking the historical heritage of Velar as well as a sense of passion and prestige. Together, the Chinese brand name 揽胜星脉 depicts a radiance of amazement, representing the vitality of Land Rover & Range Rover heritage and the vigor of urban life.
“Range Rover Velar is a model that encompasses ambition and aesthetics. It inherits the glory of the Land Rover family and leads the future of SUV. The name 星脉 echoes with the futuristic design language of Velar, while implying the ‘bloodline’ and heritage of Land Rover. We are confident that it will help the new model to build a distinctive image to accelerate its success in China,” says Judy Wang, Associate Creative Director of Labbrand.
As the UK’s largest automotive manufacturer, Jaguar Land Rover built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-wheel-drive vehicles; and Jaguar, one of the world’s premier luxury sports saloon and sports car marques. The company employs almost 38,000 people globally. Last year Jaguar Land Rover sold 487,065 vehicles in 160 countries, with more than 80% of the vehicles produced in the UK being sold abroad.
Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York). Through brand innovations, we create, grow, and disrupt to be strong and resilient in dynamic markets. We are multi-cultural in approach and cross-disciplinary in research, strategy, naming, design, and digital. Together this gives us the foresight and ability to build brand equity.
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