Abstract:
According to motor1, Land Rover Range Rover's global product and service marketing director Ryan Miller said in an interview recently that Range Rover is not aiming to increase sales, and the brand's focus will shift to attracting customers with stronger financial resources who are willing to pay higher prices for exclusive customized models. Range Rover executives said they are not worried "at least for now" about competition and styling imitation from Chinese car companies.
Miller bluntly stated in the interview that the brand’s focus is not on sales but on products with higher profit margins.
“Our task is not to sell as many cars as possible, but to develop the brand and enhance brand value. Selling more cars and increasing turnover alone are not enough to achieve these goals.”
Martin Limpert, global general manager of Range Rover, further revealed that the brand hopes to attract more ultra-high-net-worth individuals and sell one-to-one exclusive customized configuration models to them.
The Range Rover SV customization project has now gained a firm foothold in the high-end market. The previously launched SV Asilomar Edition highlights the profit potential of factory personalized customization in the ultra-luxury segment.
However, Range Rover does not intend to move all models to the higher-end market. Miller confirmed that the Evoque will still be retained as an entry-level model, with a starting price of approximately US$49,900 (approximately RMB 356,000), providing the brand with a lower price threshold.
This product strategy means that Range Rover will form a two-end layout with "Evoque at the entry level and Range Rover SV at the high end". The Range Rover Sport and Range Rover Long Wheelbase in the middle will cover the main luxury SUV market.
In the context of Chinese car companies accelerating their entry into the traditional advantageous market of European luxury brands, Range Rover's statement has a clear sense of defensive counterattack. Miller said that currently Chinese brand SUVs have not taken away Range Rover customers, but Range Rover will continue to pay attention to the trends of new entrants.
For some Chinese models to imitate Range Rover styling,
Miller took a calm attitude, saying that imitation is "somewhat a badge of honor" and Jaguar Land Rover regards it as an endorsement.
He emphasized that the appearance can be imitated, but the same level of luxury experience cannot be provided at a lower price.
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