Land Rover is considering rebranding its recently launched Freelander 2 (A.K.A. LR2) SUV as a Range Rover to improve its perception as a luxury vehicle. Land Rovers are considered to be utilitarian vehicles in all countries, but more so in some than others. In parts of Europe, for example, a buyer may look down upon the Land Rover branded Freelander when comparing it to premium marques such as BMW. The other reason behind the name change would be to allow the Freelander to punch above its weight in terms of prestige despite being priced below many comparable vehicles.

An European spokesperson has admitted that Land Rover may face a marketing problem competing with the increasing number of luxury brands entering the space but said that they are still debating the issue internally, and that any possible brand changes may not limited to the Freelander model. A decision is expected to be made within a year with an eye towards future growth of the vehicles in North America and Europe.