To this day, the largest model land rover has in his portfolio is the luxurious Range Rover. This SUV of five meters in length, represents the maximum in terms of technology and power within the range of the Anglo-Saxon manufacturer. However, if we look at the market, there are still all bigger, exclusive and powerful roads (which is no more versatile, capable and equipped) than the top of the range of the English brand.
El Bentley Bentayga was first super SUV that inaugurated this category, and after him the impressive Lamborghini Urus will hit the market. Given this situation, rival firms such as Rolls Royce will also join and launch a model with similar characteristics. At first it may seem that they are a bestseller, but reality is cruel and has shown that the Bentayga is having a hard time the same life reach the public that the brand wanted.
Taking into account how the market is evolving, it would be logical to think that Land Rover will launch a rival for these models to position himself above the Range Rover. However, according to Joe Eberhardt, Executive Director of Jaguar Land Rover North America, taking that path would be wrong, since its diffusion in sales would be very limited and its cost of development and adaptation would not be profitable in the necessary time.
To justify his words, he gives a clear example that we all know. Mercedes-Benz resurrected the Maybach firm with two models "supposedly" new and very little success. This failure happened because both models were a variant of the S-Class that it marketed at the time. For this reason, the public never welcomed its marketing, and even more so at the exorbitant price it was offered.
Another reason Eberhardt points out is that at Land Rover for years the jewel in the crown has been the Range Rover and it would not have to launch a superior model that eclipses its sales and market position. For this reason, they have launched several special versions on the market, among which are the SV Autobiography with longer wheelbase, ten touch screens and power-closing rear doors.
What they will continue to do at Land Rover is to launch new models and special versions with which to expand your sales and brand image.
Source – Land Rover
More information about this model
- Plazas 5 - 7
- Power 300 - 615 hp
- Consumer goods 0,7 - 11,8l/100km
- Assessment 4,6
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