Thread: Jaguar Land Rover appoints new Aus marketing director

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

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

Regards,
Tote

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.

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

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.

Originally Posted by 3toes

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.

Originally Posted by 3toes;[URL="tel:3096790"

3096790[/URL]]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.

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.