Agency: BSB Dorland Authors: 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 return to TV advertising for the first time since 1985.

This paper shows how the advertising captured the uniqueness of the Range Rover driving experience. It demonstrates how this advertising affected both current owners and owners of competitive luxury cars.