Land Rover Case Study

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Anthony R


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November 9, 2013








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The company should strengthen the Range Rover’s position as the ultimate luxury adventure SUV before other luxury brands launch new vehicles in 1996. The Discovery with its high safety ratings (Exhibit 18), seating for up to seven passengers and more affordable price tag is then set to take on the family/conservative sub-segment...
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Females are relatively more concerned about safety (Exhibit 8). They comprise 34 percent of total SUV buyers while only 24 percent of Discovery buyers (Exhibit 19) so their may be room for growth with this consumer if she is convinced that her family will be safer in a Land Rover Discovery. Discovery is also already selling better than the total SUV market with families: 38 percent compared to 24 percent (Exhibit 19)...
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