Auto123: The Evoque has raised questions about how your company might market and brand and sell “Range Rover” models versus “Land Rover” models. Can you shed some light on that issue?
Duffield: We are in a transition period now. We’re moving to where Land Rover is the overall brand, and we have Land Rover and Range Rover models. One thing we’re doing this year is adding Range Rover signage to all our dealerships. You’ll see Range Rover nomenclature and Land Rover nomenclature. A separate area for Range Rovers? Not sure of that.
But over the next few years, you’ll definitely see more separation between the Range Rover and Land Rover models. Both are premium, but one has to be our top line, and that’s Range Rover. It’s also more urban, more relevant for our city customers. Land Rovers will still be premium, but more functional, with emphasis on towing, stowage, etc. There’s a population out there that just loves the traditional Land Rover.
Auto123: Would you consider a more radical split, with separate stores for example?
Duffield: We certainly don’t have plans for that.
Auto123: When you spoke at the Evoque unveiling, you noted that the company wants to get back to selling about 300,000 units a year worldwide. Is getting more Jaguar models a part of the answer?
Duffield: Clearly we need more volume on the Jaguar side. We need to add more models. We confirmed that we are looking at a smaller roadster. There is also talk about a smaller sedan or a crossover, which is not in any cycle plan right now. We also talked about six cylinders and four cylinders, and all-wheel drive.
A lot of work is going on right now to solidify what those new products are, and what is their (roll-out) order. For Canada we would like a smaller car. We would also like all-wheel drive. Other markets say they would like a roadster, while other markets say they would like a wagon. That’s part of the challenge, sorting out the priorities.
Auto123: Does Jaguar Land Rover Canada report directly to the U.K., or to Jaguar Land Rover North America?
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| Photo: Michael Wong |
Duffield: We are in a transition period now. We’re moving to where Land Rover is the overall brand, and we have Land Rover and Range Rover models. One thing we’re doing this year is adding Range Rover signage to all our dealerships. You’ll see Range Rover nomenclature and Land Rover nomenclature. A separate area for Range Rovers? Not sure of that.
But over the next few years, you’ll definitely see more separation between the Range Rover and Land Rover models. Both are premium, but one has to be our top line, and that’s Range Rover. It’s also more urban, more relevant for our city customers. Land Rovers will still be premium, but more functional, with emphasis on towing, stowage, etc. There’s a population out there that just loves the traditional Land Rover.
Auto123: Would you consider a more radical split, with separate stores for example?
Duffield: We certainly don’t have plans for that.
Auto123: When you spoke at the Evoque unveiling, you noted that the company wants to get back to selling about 300,000 units a year worldwide. Is getting more Jaguar models a part of the answer?
Duffield: Clearly we need more volume on the Jaguar side. We need to add more models. We confirmed that we are looking at a smaller roadster. There is also talk about a smaller sedan or a crossover, which is not in any cycle plan right now. We also talked about six cylinders and four cylinders, and all-wheel drive.
A lot of work is going on right now to solidify what those new products are, and what is their (roll-out) order. For Canada we would like a smaller car. We would also like all-wheel drive. Other markets say they would like a roadster, while other markets say they would like a wagon. That’s part of the challenge, sorting out the priorities.
Auto123: Does Jaguar Land Rover Canada report directly to the U.K., or to Jaguar Land Rover North America?
 |
| Photo: Michael Wong |