Won’t be retro...

Mick, weve been talking about this for years. JLR have done virtually no marketing if the ‘new’ Defender. Motoring journos have written mostly tripe and all McGovern has said is it won’t be retro.

We’d be talking about it if it didn’t even exist! ...oh that’s right, it still doesn’t! So far we’ve seen a fridge box covered mule apparently.

Its not marketing that’s keeping us all talking...it’s JLR resting on the laurels of one of the greatest design icons of all time and doing their best to placate / avoid expectations of another. The marketing will only really begin once it’s in the flesh and the public need convincing.

If JLR’s new ‘peoples 4x4’ is great it will sell. If it’s not, their whole marketing strategy (resting on off-road design classic laurels) for all of their vehicles, will be in triage.

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Originally Posted by DiscoMick

I suppose the fact we're talking about it means that JLR's marketing team is being very successful at stimulating anticipation about the new Defender.

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An enthusiast forum will always talk about it. They would only be successful if normal people talked about it. As far as I can tell not one person has noticed.

Social media marketing is working very well for JLR. Every time they release another pic it gets shared endlessly and we all talk about it. They won't need much of an advertising budget as their social media marketing is already both effective and free.

yes, but only to current LR owners,, and thats not enough,
I'm betting the physical release will be a showstopper though.

can they still airdrop these things?[bighmmm][bigwhistle]

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Originally Posted by Zeros

Mick, weve been talking about this for years. JLR have done virtually no marketing if the ‘new’ Defender. Motoring journos have written mostly tripe and all McGovern has said is it won’t be retro.

We’d be talking about it if it didn’t even exist! ...oh that’s right, it still doesn’t! So far we’ve seen a fridge box covered mule apparently.

Its not marketing that’s keeping us all talking...it’s JLR resting on the laurels of one of the greatest design icons of all time and doing their best to placate / avoid expectations of another. The marketing will only really begin once it’s in the flesh and the public need convincing.

If JLR’s new ‘peoples 4x4’ is great it will sell. If it’s not, their whole marketing strategy (resting on off-road design classic laurels) for all of their vehicles, will be in triage.

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No one at JLR has been resting on anything for the last few years, they have kicked so many goals its hard to keep up.
The Marketing is working, both social and viral.

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Originally Posted by blackrangie

No one at JLR has been resting on anything for the last few years, they have kicked so many goals its hard to keep up.
The Marketing is working, both social and viral.

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I disagree. They’ve redesigned the same vehicle seven times and have been marketing thin air IMO. It’s all spin around one single concept: urban escapist fantasy. The ‘image’ of adventure in a luxury urban saloon. ...I’m surprised they’re not sponsoring a drive-in version of the ABC TV series ‘slow journeys’.

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Originally Posted by Pedro_The_Swift

can they still airdrop these things?[bighmmm][bigwhistle]

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:Rolling::Rolling:

If the new Defender is the first serious 4x4 to be offered as an EV / Hybrid it will get a lot of attention. Otherwise it’s likely to disappear amidst all the other JLR SUV clones. There’s a lot riding on this model to cross all sectors from work truck, to emergency services, to defence, to extended overlanding. No other current Land Rover is filling these roles.

...social media is just that, a form of media. It’s nothing without meaningful content.

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Originally Posted by Zeros

I disagree. They’ve redesigned the same vehicle seven times and have been marketing thin air IMO. It’s all spin around one single concept: urban escapist fantasy. The ‘image’ of adventure in a luxury urban saloon. ...I’m surprised they’re not sponsoring a drive-in version of the ABC TV series ‘slow journeys’.

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Every company will redesign their vehicles countless times to get them right before release. Seven times? Im sure its much more than that? Even it it was 30 times, great, they wanted to get it right, good on em.

Do some study on viral and social marketing.

Drip feeding comments that get people talking at car shows, drip feeding polorizing mule pics to major car mags/sites, releasing a tease on social media to create a buz and then releasing and emotional video targeted to americans but also the rest of the world saying that the beloved defender will be coming back soon, sorry its taken so long, but you wont be disappointed.

The whole time on instagram, facebook, forums, websites and msging people are sharing and commenting.

This is marketing and great marketing at that.

You don't have to like the new one it wont be for everyone, there is always the current defender Land Rover have provided and continue to support with parts.

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Originally Posted by Pedro_The_Swift

yes, but only to current LR owners,, and thats not enough,
I'm betting the physical release will be a showstopper though.

can they still airdrop these things?[bighmmm][bigwhistle]

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I reckon that the new defender would survive an airdrop more than the old, maybe that can be the showstopper marketing release ha