Land Rover Marketing....

[rick130]

A few of you seem genuinely surprised at how Land Rover are marketed, here is a bit of an insight.
I pinched it from a US poster on the RRO mailing list.
Please note the section I've made bold, and tell me if that applies to anyone on this board, particularly the Bentley comment......[img]style_emoticons/<#EMO_DIR#>/wink.gif[/img]

<div class='quotetop'>QUOTE</div><div class='quotemain'>Land Rover boss says diesel SUVs are unit's future
Executive enjoys its profitable times

Detroit Free Press / October 6, 2005

With sport-utility sales in the dumps, you'd think Land Rover, the unit of Ford Motor Co. that makes only SUVs, would be getting nervous.

"When you've only got SUVs and you get some of the reactions that you do, there's obviously a concern in your mind," Matthew Taylor, the managing director of Land Rover, said during an interview Wednesday in Dearborn.

But Land Rover plans to address the changing market.

Taylor said the division is trying to bring diesel engines to the U.S. market as soon as possible in an effort to improve the fuel economy of the Land Rover lineup, and it's also thinking about offering an SUV smaller than its mid-size Freelander.

And Land Rover is far from panic.

These are good, profitable times for the brand Ford purchased five years ago for just under $3 billion from BMW AG under the leadership of former CEO Jacques Nasser. In fact, Taylor maintains that Land Rover, which doesn't publicly share its financial results, is one of the success stories in the auto industry, turning from losses to "significant profits."

U.S. sales for the brand based in the United Kingdom, with offices in Irvine, Calif., are up 31.9% this year, defying the overall SUV market, which is down 7.9% during the same period. The performance was similar on a worldwide basis during the third quarter. And sales of Land Rover vehicles are growing so fast in the United States that the U.S. might unseat the United Kingdom as the top market for the brand this year.

"I can't build enough cars," said Taylor, a 45-year-old British native whose accent and history seem to fit the brand's identity.

Born in Uruguay, the son of a British diplomat, Taylor traveled the world as a child and speaks three languages fluently. He has a degree from the London School of Economics, marketed Ford-branded vehicles in Australia and moved into his current role the day Ford purchased Land Rover in July 2000.

Taylor said Land Rover owes its current success to a tight, nearly all-new product lineup, which includes the Freelander midsize SUV and the LR3, Range Rover and Range Rover Sport. He credited Mark Fields, 44, who just assumed responsibility for Ford Motor's North American division, with being a key driver of Land Rover's turnaround. Fields most recently had been executive vice president in charge of Ford of Europe and the Premier Automotive Group, which includes Volvo, Land Rover and Jaguar.

"We've been able to show we've got products that really reflect our brand promise, and people buy into that," Taylor said. "There's something different, unique, distinctive about them. And that's something people want in today's marketplace."

That is to say Land Rovers can be taken from the opera to the Rubicon Trail and can serenely navigate most any road condition in total luxury. Only Hummer comes close to the brand image of Land Rover. But, while Hummer is a more American and macho brand, Land Rover has a global, sophisticated appeal.

The Land Rover customer leans to the wealthy and young -- forty-something -- and many owners have five vehicles in their garage, including Bentleys and the like.

These aren't the types of customers easily swayed by rising gas prices, but image seems to matter to them. So Land Rover has to think about the problems posed if SUVs fall out of fashion and driving a gas-guzzler falls out of vogue.

Taylor says Land Rover will continue to stay true to its capabilities and the features that make it special in the marketplace.

"We genuinely have vehicles that can do everything that you want them to do," Taylor said. "What we offer with the vehicles is something people genuinely want."

While Land Rover's owner, Ford Motor, is embarking on a plan to ramp up production of hybrid gasoline-electric engines, Taylor doubts that is the right fuel economy solution for the Land Rover nameplate. He acknowledged that the company is looking at it, but hybrids struggle to provide the amount of low-end torque that Land Rover buyers need and expect.

Diesel engines, Taylor said, make more sense for the Land Rover brand, and he expects them in the United States "by the end of the decade." In Europe 95% of Land Rover's sales are diesel-powered vehicles.

"High-powered diesels are something that provide great fuel economy benefits anyway but actually deliver the performance," he said. "We're doing it as quickly as we possibly can. It is something I think will work for us well in the U.S. ... I think it's the right powertrain solution for the vehicle." :wink: [/b][/quote]

[disconut]

8O [b]The Land Rover customer leans to the wealthy and young -- forty-something -- and many owners have five vehicles in their garage, including Bentleys and the like.

Not wealthy
Not young
Well past forty something
Two vehicles only
The other is a VW Golf

I'll take mine back on Monday to preserve the brand image! NOT!

Trev.

[JamesH]

No disrespect meant at all Disconut or to any others but you a support of a niche or boutique brand. People who want a large 4wd buy a 78/100 series or a Patrol. You buy a Land Rover and you are making a personal statement whether you admit you are or not.

Sure this is more true in the US than here. The guy who mentioned Bentleys was talking about the US market and probably expressing himself clumsily. There are a plethora of alternatives in the US for somebody to go out and buy instead of LR - those who do are after something very different to the mainstream.

But look at it this way. How hard do you have to try to actually buy a Defender in this country. You can't get a test drive. You can't get a dealer to take an interest. Nobody wants to sell you these things. You end up waiting months as they order one in for you. You then start the process of fuming as it goes back to the dealer who rips you off for "fettling" this leak here that leak there. You end up installing after market axles, upgrading the springs, tossing the shockies. 60000km and you are changing the timing belt ($790 thanks very much).

Do we know how much a Bentley costs to run? Have we actually done the comparison? I used to have a 1971 Rover P5B saloon (poor mans Bentley). I got rid of it because it was costing me around $1500 a year in repairs. Is my 1996 Defender that cheap? I wish. I'm not complaining but I know what I am.

My mate on his farm has a Defender 110 tray-back. Not a Courier, a Triton, and definitely not 78 series. His Dad was on the Burma Railroad - so let's not take that point any further. We all know what statement he is making and it ain't "I did the sums and the Defender is the rational choice"

Sorry guys but you're all closet Bentley driving rap artists.

[Captain_Rightfoot]

hmmm... there appear to be a lot of people around here that don't fit the stereotype 8O [img]style_emoticons/<#EMO_DIR#>/biggrin.gif[/img]

[Greylandy]

IMHO there are two distinct groups of Land Rover owner;

Group 1 - The old school (not age related), likely to frequent forums such as this one. Intelligent individual, mechanically minded or at least a keen interest in what goes on under the bonnet, know exactly what they want in a vehicle, realistic in their expectations, not influenced by the masses and takes the time to do the research, not interested in the latest fashion. Very likely to take their vehicle offroad and enjoy the odd camping holiday, enjoys a beer with mates. Probably owned an LR product before. Best description is probably a Series, RR Classic or Defender driver.

Group 2 - Land Rovers target market ... in the US and Australia. High income, sophisticated, 35-55, wants to buy into the SUV market with no real intention to go offroad, likes the "lifestyle image" that comes with the brand, ex-European sedan owner, luxury is a must, gadgets get them in the door, no real interest in the mechanics of the vehicle apart from the kw and torque output. (to through around in the pub!) New to LR ownership, drinks lattes, Corona and Red Wine. Toyota is an evil word. Best description is "BMW driver" or "Yuppie".

Land Rover's marketing, product range, pricing, features, future, business associates, sponsors etc. are all targeted at Group 2 ... they want the brand to be exclusive. Group 1 is seen as a minority and not worth the effort, probably a wise business decision as Group 1 will probably buy two maybe three new cars in a lifetime and will treat the LR service department like a plague. Clearly seen in LRA's complete disinterest in selling the Defender, the only vehicle in the range solely made for Group 1.

[Ace]

25, poor, 2 land rovers and a 88 Ford Laser, i just went down to the garage and it seems the Bentley i parked there must have been during my dreams last night. [img]style_emoticons/<#EMO_DIR#>/laugh.gif[/img]

[one_iota]

Rick130:

a nice article

Greylandy:

I agree within the limits of creating pigeon holes in a spectrum of owners. Toyota/Lexus drivers would be compartmentalised equally. Ask the farmer with a kelpy and two bales of hay on the back of his 75 tray back.

If I owned a 95 model Commodore and turned up at at a Holden dealer and asked for service what would be my reception?

Manufacturers and their franchised or supported dealerships are in the business of selling new cars to an artificial market devised by a bunch of yuppies.

"We offer a 6 year warranty that allows you to be a nuisance for that period. After that either buy a new car or bugger off"

[CraigE]

Its hard at times to get the Defender in the garage past the 3 Bently's and the Range Rover HSE and the Range Rover sport. This is why the Defender sits out the front and people think that is our only car.

Buying a Landie especially the lower priced models has always been a statement of difference. Buying a new RR is usually for **** status to say look at me I am doing better than you.

[disconut]

[b]Group 1 - The old school (not age related), likely to frequent forums such as this one. Intelligent individual, mechanically minded or at least a keen interest in what goes on under the bonnet.

Now wer'e talking! [img]style_emoticons/<#EMO_DIR#>/tongue.gif[/img]

Trev.

[George130]

Don't forget the Defender is not imported by Land Rover in the US. And yes they are compared to the Hummer as thats exactly what american friends of mine said when they saw mine. They called it the Australian Hummer!