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In 1970 Land Rover launched the original Range Rover. Almost half a century later that spirit of innovation continues with the introduction of the fourth member of the Range Rover family, to be unveiled on March 1, 2017.

Elegant simplicity, a visually reductive approach and all-new consumer technologies are the hallmarks of the new Range Rover Velar.

Land Rover Chief Design Officer, Gerry McGovern, said: “We call the Velar the avant-garde Range Rover. It brings a new dimension of glamour, modernity and elegance to the brand. The Range Rover Velar changes everything.”

Refined for every occasion and for various terrains, the Range Rover Velar uses unique sustainable materials and advanced engineering to continue Land Rover’s drive to go Above and Beyond.

The origin of the Velar name (pronounced vel-ar) dates back to the first Range Rover prototypes of the Sixties: the pioneers of the luxury SUV landscape.

When development engineers needed to hide the true identity of the 26 pre-production Range Rover vehicles, they chose the name Velar, derived from the Latin ‘velare’ meaning to veil or cover.

Full details of the Range Rover Velar will be announced on March 1, 2017.

For years, there's been debate of a separate premium Genesis-line from Hyundai. Hyundai even created a separate Genesis winged badge, instead of the regular Hyundai H.

The rumours have swirled, and now it looks like the South Korean-brand is ready to make the move to create that standalone company. According to Reuters, in an announcement expected to come out Wednesday, the premium company Genesis will take the first steps in a launch in order to boost profitability.

Hyundai has declined to comment, but the report suggests that Genesis will have a lineup that includes the flagship Equus, and a possible midsize SUV to be added to the lineup by 2019. The distribution of the luxury brand will still take place at Hyundai dealerships, at least for now.

“A small line of upscale products is going to be sold under the Genesis brand name,” one of the unidentified Hyundai representatives told Reuters. “It’s not a physically separated brand with its own channel...setting up a separate channel of Genesis stores carries too much risk.

A few years ago, Hyundai was quick to dismiss any standalone brand at the time or in the future, but a strong Korean won seems to be the driving force behind this decision. Currently, the currency diminishes revenue on cars sold outside of Korea.