Friday, 27 April 2012

Celebrity endorsments, the latest fleeting misguidance of the automotive industry?

If you thought the number of celebrity endorsements in the auto industry was peaking, then you’ll realise that you may have jumped on the wrong bandwagon. A new special edition Range Rover Evoque is on show for the first time today at Beijing’s 2012 Auto Show. But it’s not just any baby Rangie, no, it’s the posh moon buggy designed by Victoria Beckham.

The VB signature alone would probably be worth its weight in gold, but fear not as Mrs Becks has seemingly gone all out on a car which she already designed “from the ground up”. Yeah. Outside the special edition Evoque is finished in two-tone matt grey paint with a black roof, plus it’s fitted with 20-inch gloss black forged alloys and there are rose-gold touches on the front grille.

Inside, there are four Vintage Tan leather seats stitched in a baseball kind-of-style plus mohair (yes, mohair) mats aimed to be super soft and luxurious for your tootsies inspired by Posh Spice taking her shoes off in her father’s Rolls. There’s even a luggage set which fits nicely in the boot and an owner’s manual in leather with rose-gold bits.

Mrs Beckham’s Evoque has the range topping 2.0 all-aluminium petrol engine producing 237bhp through all four wheels mated to a 6-speed automatic gearbox. Standard kit includes an 825W Meridian sound system with 17 speakers, satellite navigation, surround camera system and park assist. Options include digital or satellite TV, digital radio, DVD playback and a 10-disk virtual CD player.

This 2 door special edition Evoque Coupe ain’t cheap. VB’s autograph coupled with the fact that there will be only 200 in existence means this will set you back £80,000. That’s nearly double the price of the top spec Dynamic model.

Other manufactures are taking note of this sure to be success story, Volvo recently enlisted the help of Jeremy Lin, whoever that is. I recently passed Volvo Chelmsford dealer, am I suddenly want to own a Volvo because of Lin?

What are your thoughts on this latest automotive trend? A fleeting misguidance or a sign of things to come? Comments below...

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