Land Rover North America Free Essay

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Land Rover North America

Land Rover North America, Inc. (LRNA), the U.S. subsidiary of The Rover Group, has grown from a distributorship selling one Land Rover model, the Range Rover, to a multi-product firm selling three 4X4 (four-wheel drive) vehicles. LRNA’s target market consists of sophisticated, educated, affluent men, ages 35-49, who are top-level managers/professionals, entrepreneurs or self-employed. These men are classified as achievers, who have annual household incomes that exceed $100,000. They value established, prestige products that demonstrate success to their peers. Charles Hughes, president and CEO of LRNA, and his executive committee have decided to grow LRNA from a 5,000 unit niche player into a 40,000 unit contender within the U.S. SUV m

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