Jaguar Land Rover appoints new Aus marketing director

[travelrover]

Jaguar Land Rover appoints new Aus marketing director (https://mumbrella.com.au/jaguar-land-rover-appoints-new-aus-marketing-director-693327/amp)

[SpudHeadTed]

I wonder if she approves of Land Rover’s latest end of the world space jaunt marketing scheme?, which basically admits the wealthy into a fantasy space program to leave earth once their fossil fuel guzzling Land Rovers have killed planet earth. Maybe if you buy a new Defender you get a ticket to leave!

The messaging of this marketing campaign is appalling! Problem is millions of wannabes will think it’s cool! When it’s actually just pathetic.

Why are billionaires obsessed with going to space? | Thomas Moynihan | The Guardian (https://www.theguardian.com/commentisfree/2021/jul/16/billionaires-outer-space-elon-musk-jeff-bezos-richard-branson?CMP=Share_iOSApp_Other)

[Tote]

I think a more likely outcome is that space travel will eliminate a few billionares.

Regards,
Tote

[scarry]

They really need to get their sales numbers up,total Aus sales have dropped from around 13000 a few years ago to around 6000 last year,and 8000 the year before.
Sure Covid didnt help last year,but things have been going downhill for quite a while.Other manufacturers had record sales last year.
The new Deefer will hopefully help them,once they can get the supply up to the demand.

As a comparison,over 10000 LC 200 were sold in the last 6 months.
And Nissan is selling every Patrol they can get their hands on.

[3toes]

The Toyota and Nissan sell on their association with being go anywhere vehicles. LR has moved away from this into being luxury cars with real off road real capabilities. This transformation has now been completed as Land Rover does not have a commercial vehicle in their range

They are in a difficult no mans land where they are competing with BMW and Mercedes who do on road 4x4 which are a better match with the driving expectations of this market who are comfortable moving vehicle type within the brand. This is where Jaguar should have been competing however product was never delivered. Velar should have been a Jaguar not a Land Rover

There is a big job for the new marketing person to move the brand perception and customer demand

[simonmelb]

Since the great D4, LR have completely lost their way.

New LR,s have much less usable internal space, not enough differentiation between their own products, too complex, too expensive and now less difference between other SUVs.

They’re now competing directly with BMW, Mercedes whereas before they had a real point of difference.

So the Grenadier is attempting to fill a significant market segment LR have abandoned.

[scarry]

There is a big job for the new marketing person to move the brand perception and customer demand

Yes,i suppose,they have now become sellers of "prestige" vehicles,at a prestige price,for people that want that type of vehicle.

The days of producing a "working class mans"(if you know what i mean,not disrespecting anyone) touring vehicle is long gone,which is what the Jap,Korean,Thialand wagons,and dual cabs are,produced for the masses, targeting high volumes of sales.

They have actually abandoned the market/segment they started,70 yrs ago.

They also need to get on top of the reliability issues ASAP,and look after customers that have problems a lot better.
The key is not to have the problems to start with,which comes from better management,engineering,quality control,etc,etc.

[SpudHeadTed]

The Toyota and Nissan sell on their association with being go anywhere vehicles. LR has moved away from this into being luxury cars with real off road real capabilities. This transformation has now been completed as Land Rover does not have a commercial vehicle in their range

They are in a difficult no mans land where they are competing with BMW and Mercedes who do on road 4x4 which are a better match with the driving expectations of this market who are comfortable moving vehicle type within the brand. This is where Jaguar should have been competing however product was never delivered. Velar should have been a Jaguar not a Land Rover

There is a big job for the new marketing person to move the brand perception and customer demand

Exactly. It’s a poison chalice.

Pretending you’re marketing a range of vehicles, when in reality every Land Rover is now basically the same vehicle at different price points, will be a very tough gig.

Land Rover made a big mistake with Defender no longer being a commercial vehicle and not diversifying the range overall.

Multiple variations of one luxury SUV posing with a billionaires spaceship is bizarre considering Land Rovers origins.

[Saulman1010]

Bring on a "poverty pack" version of the new deefer!
Start with a vinyl floor, cloth seats etc. Just enough abs, srs etc to satisfy regulations. One of those wireless music things, ohh and a reverse camera. (That one I CAN see the use)

I'm in the que for one. - A full fat RR buyer who knows I will never afford and doesn't actualy desire the latest in that line of RR models.

Only way I will stay with LR products.

I not one of the "extreme" (geeze I hate that word) 4x4 nuts, I just need 4x4 availability for camping and towing but expect road manners and a cruiser in the same vehicle.

Too much tech in vehicles today.

[Hoges]

The appointment says it all...no experience in automotive industry... reminds me of that famous Australian TV show where one of the panel's usual (only) question was "What colours does (the product in question) come in?
Years ago,at an industry dinner, I spent some time with a former senior Nissan exec.... his strong view of marketing was that in Australia, the marketing team had to be (amongst other things) 'advocates' for the existing and prospective owners to the international parent.... I don't believe JLR have ever taken that role seriously.... enough said:soapbox:

[RANDLOVER]

Bring on a "poverty pack" version of the new deefer!
Start with a vinyl floor, cloth seats etc. Just enough abs, srs etc to satisfy regulations. One of those wireless music things, ohh and a reverse camera. (That one I CAN see the use)

I'm in the que for one. - A full fat RR buyer who knows I will never afford and doesn't actualy desire the latest in that line of RR models.

Only way I will stay with LR products.

I not one of the "extreme" (geeze I hate that word) 4x4 nuts, I just need 4x4 availability for camping and towing but expect road manners and a cruiser in the same vehicle.

Too much tech in vehicles today.

No, no, no, you want vinyl seats too, so that you can just hose it out, not sure that the abs, srs, etc would like that though.

[spie]

Not hard to IP6X all those components, it would just cost like $1 in total per car but we can't let that happen say the accountants who run the show when it should be the engineers that get the final say...

[gromit]

They probably need a new Customer Service Manager/Director in Australia rather than a Marketing Director.

Ideally one with the power to get things fixed under warranty and even outside warranty if it's a known problem !



Colin

[travelrover]

They probably need a new Customer Service Manager/Director in Australia rather than a Marketing Director.

Ideally one with the power to get things fixed under warranty and even outside warranty if it's a known problem !



Colin

They first need to understand (acknowledge) that they need to provide some customer service. Compared to other markets where they actually seem to care about the customer experience and on going support.

[SpudHeadTed]

Customer service is irrelevant if you don’t even want to buy a luxury SUV in the first place. [bigrolf]
…and if you do, it’s mostly about the ‘image of adventure’ (marketing) and you most likely don’t need a service network outside the city anyway [bigwhistle]

[DiscoMick]

Their top-selling vehicle is the Disco Sport, which is actually a nice vehicle, but more expensive than its rivals, so that reveals how they have moved away from the mass market.
Our son recently rejected it because of the price and bought a Mitsui Outlander instead.

[SpudHeadTed]

Their top-selling vehicle is the Disco Sport, which is actually a nice vehicle, but more expensive than its rivals, so that reveals how they have moved away from the mass market.
Our son recently rejected it because of the price and bought a Mitsui Outlander instead.

He made a good decision. The mini me disco is just an expensive generic car with no Land Rover soul.

[scarry]

He made a good decision. The mini me disco is just an expensive generic car with no Land Rover soul.

The 'soul' dissapeared years ago,although it seems to have been sort of revived in the new Defender,IMHO.

[SpudHeadTed]

The 'soul' dissapeared years ago,although it seems to have been sort of revived in the new Defender,IMHO.

The new Defender is a Disco 5 in a different (smaller) body.

The real Defender was a HD commercial vehicle. The new Defender is not fit purpose, it’s just another medium duty SUV, like all other current Land Rover models.

[scarry]

Their top-selling vehicle is the Disco Sport, which is actually a nice vehicle, but more expensive than its rivals, so that reveals how they have moved away from the mass market.
Our son recently rejected it because of the price and bought a Mitsui Outlander instead.

Looks like the new Defender is ahead,this is world wide sales.

"The Defender is really starting to make waves, selling a bit over 17,000 units in the three month period, not so far behind the combined 19,000 sales of the Discovery and Discovery Sport."

That was the first 3 months of this year.

It might also be the nail in the coffin of the Discovery,which is their lowest selling vehicle model,and is sort of floundering trying to find a place in their range of vehicles.No doubt the Defender is also stealing Disco sales.

[Tote]

Looks like the new Defender is ahead,this is world wide sales.

"The Defender is really starting to make waves, selling a bit over 17,000 units in the three month period, not so far behind the combined 19,000 sales of the Discovery and Discovery Sport."

That was the first 3 months of this year.

It might also be the nail in the coffin of the Discovery,which is their lowest selling vehicle model,and is sort of floundering trying to find a place in their range of vehicles.No doubt the Defender is also stealing Disco sales.

Hopefully the designer of the D5 has been relegated to cleaning the puddles on the jungle track. Only the AU Falcon was uglier

Regards,
Tote

[travelrover]

Hopefully the designer of the D5 has been relegated to cleaning the puddles on the jungle track. Only the AU Falcon was uglier

Regards,
Tote

Subaru Vortex has got to rate as amongst the ugliest (non US) vehicles??