Land Rover says its innovative approach to the new full-size Range Rover comes from market research from existing customers who are concerned that the iconic luxury SUV will become should be soft and follow the current trend.
Speak privately with CarExpert At the international launch of the new Range Rover in California last week, Jaguar Land Rover Global Senior Product Manager, Ryan Miller, said that preserving Range Rover’s DNA was vital in design and engineering. art of the fifth generation car.
“The first thing we do when we build a new project is research the client, we’ll go to the US and UK to show them the concept of the new design but we’re really trying to get to the heart of it. customers about what they want from the new product.
“We have a high level of loyalty with Range Rover, over 50% globally, that’s something we’re very protective of, to be honest it’s a big plus for us, but there’s a lot of it. many traditionalists say…this is the car for all occasions and it’s a big reason to buy, so you can go to the theater, go to the store, take pictures, you can do anything what with it.
“Honestly, a lot of customers are terrified that we’re going to break the magic formula, so it’s about preserving that DNA.” Miller said.
The Range Rover has been a staple of luxury motorcycles since its first model was introduced in 1969. Now in its fifth generation, the brand seems to have managed to maintain its charm and its attractiveness through constant development.
“All-round usability, a commanding driving position where you can see this amazing panorama, split rear doors and other features customers associate with Range Rovers. Customer [say] “please don’t ruin it, just make it better”. “
Perhaps the part of greatest interest to loyal Range Rover customers is the potential for the brand to try and reinvent the SUV into something more aerodynamic, breaking away from the traditional big box shape, offering a more dynamic feel. wide sense.
“The rest of the auto industry is moving into a smaller, more aerodynamic feel, so, to be honest, there’s a lot of interest from these guys… you can imagine those people. buy these cars and these products make their own mind… . ”
The all-new Range Rover will arrive in Australia around August.
Read ours Review Range Rover 2022.
