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	Land Rover Repositioning
	Land Rover Position Paper “For the discriminating consumer who wants a bit of everything and isnt afraid to get wet, Land Rover satisfies all his needs when he needs to get away with its roomy interior, ample cargo space and better quality off-road performance and safety than any SUV, yet with all the appointments of a luxury vehicle. ... ” “The Affordable Range Rover” concept failed with the Hunter experience. The success of the Range Rover depends on the status element - being able to afford it, but not really needing it. Those that want the Range Rover prefer to spend over $50,000. ... Discover pitched as “The Evolved Land Rover” image targets the more price-minded consumer in which we face large competition and weaker perception figures for capturing the available value. Approximate Word count = 552 Approximate Pages = 2.2 (250 words per page double spaced)

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