New Evoque to 'open doors' for Land Rover
18 October 2010
Land Rover's Evoque
The new sub-130g/km Range Rover Evoque will boost the firm's corporate business by "opening doors", according to UK boss John Edwards. "This is a major step forward," he told BusinessCar. "Sub-130g/km puts us on lists we've not been able to access. We'll not be a huge player but we will exploit this."
The three-door Evoque will launch next summer, with prices, to be revealed nearer the on-sale date, starting from around £30,000. A five-door variant has also been confirmed.
"The exciting thing is that we genuinely believe we will attract people that have not been near a Land Rover dealership before," said Edwards, who cited "younger, female, more urban and fashion-conscious customers" as the four demographic areas the company would "very specifically target".
"We'll enjoy a completely new customer base," he concluded.
Edwards also revealed the new models comes as Land Rover is back in shape after a "disastrous position" two years ago. "Over the last 24 months we've gone from a business pushing hard with loads of stock to one that's now got very low levels of stock," he said. "With this new car I think we'll be in short supply. We'll not push it hard and manage stocks very carefully."
"We've been talking to the RV guys for the last 18 months and they are very positive. They've seen what has happened to our business and how we've worked hard from the disastrous position of 24 months ago."
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