Driving Range Rover out of Recession

Having not advertised on television for eight years, and having suffered three preceding years of recession and declining sales, Range Rover needed rejuvenation in 1993.
Agency: BSB DorlandAuthors: Crawford Hollingworth and Roger McKerr

Driving Range Rover out of Recession

SUMMARY

The recession bit deeply into the sales of luxury cars and, by the end of 1992, most manufacturers were faced with an extremely depressing sales performance. Range Rover, which was launched by Land Rover in 1970, and competes in this sector at a price of over 28,000 was also feeling the heat, with three consecutive years of volume decline. It was a considerable challenge just to maintain sales in this environment let alone increase them; a challenge which led Range Rover to...

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