Eric,
You will find that many of the members on the site do a great deal of off-roading with their LRs and while I love my LR I may have a slightly different perspective to add. Mine is still stock and rarely gets off the pavement so while I add my 2 cents I hope other members don’t tear me apart.
- What does the brand Land Rover stand for? Has it changed over the last few years and do you expect it to change going forward under Tata?
Land Rover has a worldwide history of being able to go anywhere and do anything but it does it with a "British sense of style". When you see a LR it is not flashy (i.e. a pimped out Caddy) but rather it has a subdued and understated style that is much classier (regardless of model). The combination of ability and class so interwoven is at the heart of the brand. Even when you see a LR fully modified for off road it does not have the “hillbilly factor” doing the same thing to an old GMC pickup does (I hope not to offend anyone but don’t know how to describe it).
The brand also stands for security; you can go anywhere, do anything and still do it safely on or off road. Even when you never use that capability you know it is there and you own one because it gives you the sense of security that others can not match.
I'm not sure I see the “brand” having changed over the last number of years. I understand that the model line up is still as capable as it has ever been and there remains the understated style. I would suggest that the marketing of the vehicles has changed as Land Rover through various owners has attempted to appeal its brand to a wider market (i.e. on-road). This marketing has forced the vehicles to loose the rough edges and become more on-road friendly but the brand remains. The brand is still based on the history of adventure but the new marketing is trying to appeal to a new audience.
I would hope that under Tata the brand does not change, Land Rover has a strong following and to change the brand could alienate its core buyer and unless there is a demographic looking to replace us that would be problematic.
- What are the biggest strengths of Land Rover? Why do people choose Land Rover?
The brand is one if its biggest strengths, again ability with class. The strength of the vehicles themselves is that they are rugged, adventuresome and can go where most vehicles cannot. People choose Land Rovers for a number of reasons; I would suggest there are three main factors 1) off-road ability 2) to have a vehicle that is very stylish without being overstated and 3) a strong sense of history and community with the Land Rover, one that is not often associated with vehicles.
- What are the biggest weaknesses of Land Rover? Why do people choose its competitors?
I second Stolenheron, Land Rover is known for its reliability issues (although it remains one of the best vehicles I have ever owned). This reputation in today’s market is a large hurdle but based on my experience I’m not sure is justified. Keeping up regular maintenance is a normal part of owning any vehicle so that should not be any different on a Land Rover.
As for choosing the competition, in the new vehicle market there is a very limited number of direct competitors (MB, Caddy, BMW…) and none compare in ability. I do believe that price is a significant factor in some cases (my experience with price in Canada). A new RR will run you $115K where you can get a Caddy for $85 and have a lot more bling (again the understated style) or buy a Jeep for $20K less than a LR3. With that price gap within the model class Land Rover aims at very specific socio-economic market, given the choice without other factors I would be willing to bet a lot more people would by a Land Rover. The price gaps remain in the used vehicle area too and would cause many to go to other brands.
I know lots of people talk about the gas mileage as a competitive factor however I would argue that within the vehicle class there is often very little variance between manufactures. If I buy a new LR or a new Caddy I’m not concerned with gas mileage so if you hear that argument I’d be very skeptical. If I want gas mileage I drive my VW and I know the two don’t count as competition.
- What can the brand do to grow?
I think the new LR2 will go a long way to growing the brand in North America. The previous entry level Freelander was a poor example of a Land Rover. With the new LR2 it should attract a much larger market as many people seem to be going with the mid-sized SUV.
Sorry for the long winded answers but I hope it helps.
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