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Sydney Opera House and Range Rover: A partnership at the cutting edge of design and technology

WED 01 DECEMBER 2010

Media Release: Tuesday, November 16, 2010  

Tuesday 16 November, 2010, Sydney - Range Rover Australia has signed on as a Partner of Australia’s icon landmark, Sydney Opera House. In celebration of four decades of motoring excellence, Range Rover is proud to form an association with one of the 20th century’s greatest masterpieces and a symbol of creative genius.

One of the most significant vehicles in the history of motoring, the Range Rover was the world's first vehicle as good on-road as off-road. It was the first fully capable luxury 4x4 and was a milestone in the development of the SUV (Sport Utility Vehicle). The shape of a Range Rover is instantly recognisable. "As with many of the great designs, you can describe a Range Rover with three or four lines on a piece of paper," says Gerry McGovern, Range Rover’s Design Director.

The association with Sydney Opera House will be one of the pillars of the Range Rover marketing programme for 2011. “Sydney Opera House is a symbol of what can be achieved through breakthrough design and technology, and it is instantly recognizable the world over” says Chris Lidis, Director of Range Rover. “We feel very connected to those values at Range Rover. It’s an enormous privilege to partner with this cultural icon.”

Richard Evans, CEO of Sydney Opera House, elaborated on the values that connect the two iconic brands: “When Jørn Utzon’s winning design for Sydney Opera House was announced, the world took notice. Engineers and designers worked tirelessly over many years to resolve the design challenges using new materials, new processes and, for the first time in large-scale construction, computers. The result was a World Heritage Listed masterpiece and a work of human creative genius.

 “Throughout its history, Range Rover built a reputation based on innovation and new technology that set the benchmark for on and off road driving experiences. Although our brands are unique and our experiences different, both Sydney Opera House and Range Rover unite to ignite our customer’s imaginations with flair underpinned by continuous innovation and creativity.”

As part of the collaboration, Range Rover’s “wireframe” sculpture of its new Evoque model will appear at Sydney Opera House. The Range Rover Evoque was released as part of the brand’s 40th birthday celebrations, and the wireframe first appeared in Paris last month in such iconic locations as the Pompidou Centre and Place Vendôme in street art installations, before appearing on the Bondi foreshore as part of Sculpture by the Sea. 

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