We’re in Pavilion KL now, where Land Rover Malaysia has kick started the pre-launch marketing campaign for the new Range Rover Evoque. To be launched here in the fourth quarter of this year, Land Rover’s latest product will be priced between RM300k and 400k. It’s a big ballpark, but Land Rover Malaysia will be trying hard to price it at the lower half of that scale.

Launched at last year’s Paris show as a three-door ‘coupe’, Land Rover uncovered the five-door version at the LA show – both variants will be brought to Malaysia. There will be two engine choices for us to choose from – a 240 bhp 2.0 litre Si4 turbocharged petrol engine with direct fuel injection and twin VVT, and the SD4 2.2L diesel engine with 190 PS and 420 Nm. The SD4 is already in Malaysia powering the facelifted Land Rover Freelander.

As for the pre-launch efforts, it’s part of a global campaign for the Evoque called ‘HELLOEVOQUE’, where the Evoque says Hello to major cities in the local language. For us, they’ve chosen the line ‘Salam Kuala Lumpur’ and there will be two wireframe installations that will be placed around the city – a blue one which depicts a three-door version and a five-door one, which will be in green.

Designed by London artist Benedict Radcliffe, the life-sized wireframe is making its debut in South East Asia. If you remember, this Hello idea was also used on the test mules prior to its debut.

“We are extremely excited about the market potential and impact of the Evoque. It’s a game changer for the Range Rover brand as it defines a completely new segment in the SUV market. We are targeting a younger market who are style, technology and environmentally conscious. The Evoque offers a complete Range Rover experience in a smaller, more sustainable and attainable vehicle,” said Land Rover Malaysia MD Mohd Hazem Abd Rahman.

Besides the LRX concept car design, which is the obvious main selling point, we reckon that the Evoque’s unique cabin ambience is a main draw – it’s high tech yet luxurious. Click here to view our live gallery of the Evoque from the Paris show floor.

By the way, order books for the Evoque are now open. We hear that LR Malaysia has about 30 names in it already!