Marketing Position Statement for Land Rover
Positioning Statement: “For successful professionals who want safety and performance in their everyday driving yet crave adventure and fun, the Land Rover Discovery is an authentic SUV that provides unmatched 4x4 capability/off-road performance fully loaded with creature comforts. Unlike the SUVs from Ford, Jeep, and the other companies, our product offers the exclusive capability and comfort that originated with the Land Rover brand combined with newfound versatility and practicality. ... Hughes choose the positioning aimed at 4 x 4 enthusiasts with The Evolved Land Rover theme. ... The US market is slightly confused about what “Land Rover” is and represents.