Others Friday September 21, 2012 10:43
Land Rover, the world’s Number One maker of luxury all-terrain vehicles, has announced a group-wide strategy for empowering the manufacturer’s growth following several strong years of exceptional sales performance. Land Rover is already a brand recognised throughout the world as the manufacturer of all-terrain vehicles of exceptional ability, cutting edge technology and uncompromised luxury; the new brand strategy, entitled, ‘One Global Masterbrand,’ will enable clear communication of Land Rover’s brand strengths in developing markets, including Thailand.
John S. Edwards, Land Rover’s Global Brand Director, explained, “This is an exciting and critical time for our business as the growth we have achieved over the last three years is impressive. Looking forward to 2020, we’ve committed to a set of ambitious goals - triple our volume, double our share, double our revenue and increase our profit margins. In order to do that, we’ve invested significantly in our capability and our capacity to succeed; we have accelerated our production cycle plan and extended our global manufacturing footprint, encompassing the development of key markets in South-east Asia.”
Land Rover’s strategy will focus on reinforcing its key brand strengths, which identify it as being an Iconic British Manufacturer of Expert & Specialist SUVS. The physical presence and size of Land Rover’s products coupled with their unmatched versatility and off-road ability ensure they stand out well but fit in everywhere — a result of Land Rover’s product capability combined with luxury and elegance.
As the brand goes about its rebranding programme, City Automobiles, Land Rover’s authorised dealer in Thailand, stands ready to underline Land Rover’s brand perception in Thailand. City Autmobiles will spearhead Land Rover’s brand push in the country by introducing new Thai and ex-pat customers to the world’s most innovative vehicle range, and providing esstential product support to its many existing customers.
Mr. Wisarut Lochananon, General Manager — After Sales - City Automobiles Co. Ltd., said, “Land Rover understands that its vision will be fulfilled by investing in the brand; strong brands are more considered, more loved and enjoy greater loyalty. They command a premium and create long-term value. Land Rover has taken the first step towards reinforcing its international brand strengths by creating a distinct and motivating brand positioning that I truly believe captures the heart of what the brand stands for. I believe that this has the potential to improve the health of the brand in Thailand; to help increase advocacy and consideration, help bring new customers into the brand and keep hold of our existing customers, in both new and existing markets.”
The dealership, located on Wireless Road, Lumphini, offers a superior level of sales support, aftersales care, service and repair to Land Rover customers in the city and its surrounding suburbs. City Automobiles will also support the launch and satisfy growing demand for the Range Rover Evoque model; a new luxury 4x4 which has received over 100 automotive and design awards, and which already enjoys strong demand in Thailand.