Finally JLR flicks the switch on at Land Rover’s Halewood manufacturing plant in Liverpool and begins making the Range Rover Evoque.

You have to hand it to LR’s marketing men though, as they made sure the car is already a success and has returned the investment, even before they start making it! They waited and did great marketing work around the globe to promote the new Evoque, so by the time the production began they had over 18,000 orders for the car. It has resulted in £2 billion annual export value, with a further £2 billion spent with UK-based suppliers.

Part of the great interest in the Evoque is because it’s the first moderately affordable Range Rover, and partly because it’s such a damn good car! Especially the three-door version has caused such a stir that many other car makers copied the styling.

“The Evoque is an incredibly exciting vehicle that joins a product range which across both of our brands is the strongest we have ever had – and it fits in perfectly.” commented Dr Ralf Speth, Jaguar Land Rover Chief Executive Officer.” The teams that have designed engineered and built the new Evoque, working together with our research and supplier partners, can be immensely proud of their achievement. Worldwide interest in our new car has been exceptional, with 18,000 customer orders received from customers eager to be among the first to own the new Range Rover.

The happiest of all right now is JLR parent company, the Indian TATA Motors, who made a great investment buying the British firm.