Land Rover North America

Cheryl (F11014)
Ramya (F11045)
Abhishek (F11061)
Sagar (F11100)
Swaruparani (F11116)
Varun (F11120)

Land Rover Brand Identity

(UK)
Brand essence: Rugged, authentic,
freedom, adventure
Core Identity
Practical: Focused on on-field
performance
Simple: No-frills appearance
Rural: Primarily used in country settings
Utility: Multipurpose usage

Brand Personality of Land Rover

(UK)
Similar to post war Jeep
Farmers car but much more versatile,
able to do everything
Simple and Strong
Distinctly Attractive

Land Rover vs Range Rover

(UK)
Land Rover

Range Rover

Product Category

4x4 vehicle

4x4 luxury vehicle

Image

Farmers car with

additional features

Possessed an aura of
Dignity and Class

Design
Considerations

Designed for the

tougher terrain

Built for the Freeways

Price

High

Well above
competition

User Imagery

Simple people with

a liking for tough cars

Rich people wanting

power with luxury

Landrover

Range Rover

Corporate
Sponsorships

None mentioned

Crossing the Darien

Gap

Country Of origin

UK

UK

Age

Possesses British
Heritage

Possesses British
Heritage

Recognition

Starkly Practical and

not Ugly Amsterdam
Motor Show.

Seals Of Approval

Advertisements

Simple Convey
meaning

Added Luxury feel

while keeping Rugged
background.

When Land Rover entered North

America
April 1986 Range Rover of North America,
Inc. corporate name Range Rover
For the Americans an expensive new
vehicle
Positioning based on: British heritage,
luxurious styling and 4WD capability
3 positioning options: a luxury car
alternative, the car the Queen drives, the
best off-road vehicle available
The Land Rover brand image was not yet
established in the US customers mind

Range Rover in US Brand

Personality Drivers
Product and Non-product
related characteristics

Product-related characteristics
Product category: 4X4 with
Luxury car
Price: Expensive and well above
competition
Attributes: Same as UK

Non-product related
characteristics

User Imagery based on Idealized Users (as

portrayed in advertising):
- DID NOT include people in the ads, so as not to
prematurely define the brand or restrict consumer
audience

Corporate Sponsorships: (helped position

company as Highly-responsible and Off-road)
24 hours of Aspen downhill ski race the most brutal
endurance ski race on the globe
Sunshine Kids national childrens cancer organization
Tread Lightly! On Public and Private Lands program
Camel Trophy Adventure Rally Olympics of 4-wheel
drive (grueling trial through deserts, rainforests and
jungles)

 Public Relations:
Established the brand in minds of
influential opinion leaders
Primary target audience Automotive
Reviewers (dictated consumer choice)
Events to reinforce the Exclusive Range
Rover image:
Premier Launch event (trip to UK)
Taste of Range Rover Lifestyle event
(Lecture at Londons Royal Geographic
Society, Off-road instructions at Eastnor
castle, Dinner at Earl Spencers home)

Country of Origin: UK
Symbol:
Age: British Heritage
Company Image:
Ad style:
Bold, different, went against tradition
Off-beat British humor for the literate
customer
Bold visuals with unconnected headlines
(to give customers a sense of Smartness
and Satisfaction)
Price information included (status-

 Distribution:
Prestigious dealer network contributed
to the perceived exclusivity of the
brand
Dealers same wavelength as the
company

Range Rover in US Brand

Personality Scale (BPS)
Differences in The Big Five
when compared to Range
Rover UK

Dimension

Range Rover - USA

Range Rover - UK

Wholesome: classic,
original, genuine

Wholesome: classic,
original, genuine

Daring: off-beat, exciting

Spirited: outgoing,
adventurous
Imaginative: humorous
Up-to-date: aggressive

Daring: flashy
Spirited: adventurous
Imaginative: unique
Up-to-date:
contemporary
High performance

Competence

Reliable: secure,
trustworthy, careful

Sophistication

Upper class: stylish,

luxurious

Elegance, luxury,
romance, dignified,
classy

Outdoorsy: active,
athletic, masculine
Tough: rugged, strong

Tough: rugged, strong

Sincerity

Excitement

Ruggedness

1990s
1992 Change of name to LRNA
Is that a Land Rover or a Range Rover?
consumer confusion in identity
Consumers no longer driven by status
concerns or collection of possessions to
denote wealth and prestige
Experience and Safety of 4WD became more
important
1998 set a goal of 40,000 total LRNA units
Involved 2 strategic areas: branding,
product, retail

Major Competitors in SUV

Market

Jeep : the best selling SUV brand

Jeep wrangler ($11800)
Compact Jeep
Cherokee($13600)
Luxurious Jeep Grand
Cherokee($21000)
Ford explorer : 2nd best selling
SUV
Chevrolet: 3rd major player

Where does Discovery stand in

comparison?
Brand awareness for Discovery is very low , for
range rover average familiarity compared to
home grown Ford.
Ad recall is also very low suggesting the need
for more communication
32% of 50 ( 16%) think the car is excellent and
only 4% would seriously consider buying it
Discovery has less overall opinion compared to
Range Rover but has higher buying intent
( might be because of the price )

Discovery Is the message correctly

conveyed?
Expert Opinion
Associate car with
Range Rover as well
Positioning seen as
sporty and adventurous;
family vehicle
positioning secondary
Luxury lacking for some
experts
Emphasis on off-road
capability

Car Message
Emphasis on safety,
luxury, and off-road
capability
Positioned as family
car and Land Rover
successor
Dissociation from
Range Rover
Product highlights:
Dual airbags in front
and anti-lock braking

Decisions to be taken
Positioning
Fund Allocation
Retail Strategy

Positioning
Discovery
- there is high price tag with only basic
interiors causing confusion whether it is
luxury 4WD
- improve interior styling to bring it in
consonance with price
-should be clearly positioned as a
premium
product with off-road capability
and on road style statement

Positioning
Defender
-the truly rugged adventure vehicle
-a genuine boy toy only for fun and
adventure and thrill
Range Rover 4.0 SE
-the new range rover to be
positioned as the modern avatar of new range
rover with creature comforts and on road
characteristics

Positioning
Range Rover Classic
-Original Range Rover
Classic to be maintained
- to be positioned for its
nostalgic and emotional value for
customers

Marketing Mix

Increasing marketing budget to 20-30 mn$

Keep advertising budget to about 50%
Use more of TV advertising.
Corporate advertising in addition to individual models
Continued sponsorship of events like Camel trophy, and
La Ruta Maya Expedition
Continue courses and 2 4 day workshops at Land Rover
Academy on 4 WD basics
Also special workshops for ice driving
Promotions and direct mailing for prospective 4 SE
customers

Differences in ads

Retail Strategy
Land Rover Center Concept to be
followed
Dealers should only have Land Rover
models