Land Rover Inc Case

934 Words4 Pages
1 - Why is LRNA launching the Discovery? Land Rover North America is launching the new Discovery model. They are launching it as a means of competing in the SUV off road 4WD capability market. There major competitors are Jeep Wrangler, Compact Cherokee and Luxurious Grand Cherokee. As well are the Ford Explorer and Chevy S-10 and Blazer. They are launching it with the thought that brand awareness is very low in comparison. It is considered to be an excellent car based on quality and price. It is generally priced lower than its competitors with the same capabilities only missing the reputation. 2 - Why do people buy SUVs? There are endless reasons why people buy SUVs rather than Sedans or Coupes or trucks. Some consumers buy an SUV because they need the extra room for passengers. Some buy them so they have the potential to tow semi heavy things. Some people enjoy being higher up when they drive to give them better vision. Some also drive SUVs because they feel safer in a heavier bigger car. Many people buy them for the space and ability to hold things. There is a lot of room in the trunk of an SUV. Debatably the most important reason people buy them is because they are better in the snow. Especially in Northeastern USA where it is snowy nearly half of the year. For those not in snowy areas, a huge reason for buying an SUV is for the ability to go off-roading. This would generally be more abundant in the South where there is plenty of unused land. I personally drive an SUV for all these reasons plus the gas mileage is not bad at 25 mpg, which was a major factor when choosing my car. 3 - Who is the typical SUV consumer and how is this changing? There are 2 segments. One is young and rich without children. They want to differentiate themselves from others. The 2nd are conservative consumers whom want to buy a functional and a well rounded vehicle. In the late 90s

More about Land Rover Inc Case

Open Document