The company’s sales model is diversified. ![]() The Grenadier’s price point remains unknown because of market instability created by Russia’s invasion of Ukraine, inflation, supply chain issues and more, but chief rivals start at $50,000. “Challenges are price point, loyal customers to other brands and getting them to take a risk with us,” she said. She also acknowledged that Jeep buyers were deeply loyal. “They thought what we were doing was great.” “What we found was that anybody who owned an old Defender just loved us,” she said. focus groups yielded interesting results, Ms. It will be a crowded and competitive market, but INEOS is confident in its niche. “However, as adjacent competitors we of course consider the Toyota Land Cruiser, Land Rover Defender and, to a lesser degree in this generation, the Mercedes G-Wagen,” he said. Clark mentioned the big-name competition: the Ford Bronco, the Wrangler, Toyota’s 4Runner. His goal is to keep in touch with reservation holders to build their trust. “As for any newcomer, building brand equity, fostering consideration and delivering on promises are the key ingredients of a successful start,” he said. Clark touched on the company’s early plans. Ratcliffe said Jaguar’s decision to end the original Defender “had left quite a hole in the marketplace.” He criticized contemporary S.U.V.s as “jelly molds” that all look alike. In the 2017 interview, at the Grenadier pub in London, Mr. “With that,” she went on, “we’re going to be a niche player, probably a little bit of a boutique unusual choice.” “They need a vehicle that can get them and their kit there,” she said. Falconer, this segment may be only weekend warriors but will be mountain biking, mountaineering, kayaking, skiing and more. “The adventure lifestylist, people that actually get out there.” “We’re not targeting the image lifestyle people, but we’ll probably get some,” Ms. It needs to be super cool, super capable and so on.” On the other hand, she highlighted the off-road enthusiast: “Four-by-fouring is their hobby. Falconer said, “or tool and toy - two extremes.” Customers may use their vehicle as a tool to do their job. “We talk about this work-play access or continuum,” Ms. Its design and abilities turned some notable heads, and famous owners have reportedly included Fidel Castro, Queen Elizabeth II and Bill Murray (although the United States got the Defender 110 for only one year, 1993, said Jeff Aronson, editor of Rovers Magazine). ![]() ![]() The Defender’s legacy started with the Land Rover 110, which was offered from 1983 to 1991, when it was assigned the Defender name. Over two million Land Rovers were built from 1948 to 2016, under different model names. Land Rover, while clear about its path away from its utilitarian Defender, “continues to contest our right to sell the Grenadier,” said Greg Clark, executive vice president for the Americas at INEOS Automotive, but the legal challenges have not been successful. This year, INEOS Automotive is bringing out the Grenadier.Īlthough some styling cues might bring to mind the former Defender, INEOS Automotive maintains that the Grenadier is uniquely designed and built. In a 2017 interview, he said he wanted to preserve the Defender’s boxy, military-style ruggedness. Ratcliffe had a unique ability to act, lining up a senior team of automotive professionals to bring his vision to life: a new workhorse 4x4. As the chief executive of the INEOS Group, a British conglomerate, Mr. Jaguar Land Rover, owned by Tata Motors, part of an Indian conglomerate, shifted its focus to luxury and technology with plans for a new 4x4, also named Defender but disconnected from its predecessors.Ī year later, Jim Ratcliffe, a British billionaire and longtime fan of Land Rover’s old Defender, sensed an opportunity, hatching his plan for what he called “a spiritual successor” to the vehicle of choice for exploration and safaris. HAMBACH, France - After a 33-year production run, the last original Land Rover Defender was built in 2016, ending a rugged-yet-refined era for off-road pursuits.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |