odd talk / pro-evoque-cative....

Pro-Evoque-cative....

It's not often as a creative you get to see something that barely differs from its initial concept sketches to its final production version. Many a time in our industry smashing ideas get watered down into a more (apparently) consumer friendly version. It was very refreshing to see Range Rover have backed their designers to the hilt.

Last night (along with the biggest Range Rover Fanboy, Dean) I attended the VIP, worldwide-synchronised unveiling of the new Evoque, and, by golly, having seen the pictures, the magazine reviews etc... words cannot describe how true to concept this machine is! It looks like a concept car and that is brilliant. However brave Range Rover have been with this car is irrelevant, this will fly off the proverbial shelves and that can only be a good thing! Beautiful design and brave vision from the right people create things like this. I for one know that if the creatively blinkered out there had been listened to, the Evoque would have a sensible rear window that you could actually see out of and that you wouldn't have an option of ridiculously low profile tyres. But for once, and it's not often, design has prevailed!

Result! Designers 1, frustrated designers 0!

The relevance of this tale is that yes, I can do maths, but I'm in no way an accountant. Let the creatives create, let the designers design and let the manufacturers manufacture. Let this happen and soon we'll see more concepts like this hitting the street and boundaries will continually be broken! Amen!

Added 09/09/2011.

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