Fresh reports reveal that Range Rover wants to give greater importance to exclusivity and brand value than simply selling more vehicles.
The brand’s strategy is aimed at attracting higher-spending customers, bespoke commissions and ultra-high-net-worth individuals. Range Rover says its long-term business case does not depend on matching the sales volumes of emerging Chinese premium SUV brands, even when their models feature styling that draws comparisons with its products.
“Our job really is not to sell lots and lots of cars. Our job is to grow the brand and develop the value within the brand. You don’t just do that by selling lots and having high turnover, do you?” said Range Rover global product and services marketing director Ryan Miller.
The brand’s global managing director Martin Limpert added that the company wants to expand into one-to-one bespoke configurations aimed at ultra-high-net-worth customers.
That does not mean every Range Rover will move further upmarket. The brand plans to retain the Evoque as an entry point while expanding its presence at the higher end of the luxury market.
The approach also explains the company’s relaxed attitude towards more affordable Chinese SUVs such as the Chery Jaecoo J5 and J7, which have attracted comparisons with its existing models.
Source: GoAuto
