Range Rover is shifting its focus toward higher profit margins rather than increasing overall sales volume. Ryan Miller, the Global Director of Product and Service Marketing, stated that the brand's primary objective is to enhance brand value and development rather than simply maximizing turnover.
The company aims to attract 'ultra-high-net-worth individuals' by offering one-on-one exclusive customization for its vehicles. Martin Limpet, the Global General Manager, emphasized this strategic direction toward the more exclusive segment of the luxury market.
While the brand is moving upmarket, the Range Rover Evoque will be maintained as the entry-level model. This ensures the brand retains a presence in the lower luxury tier while focusing on high-margin products.
Regarding competition from Chinese SUV brands, Ryan Miller noted that these competitors have not taken away Range Rover's customers. He believes that while design can be imitated, the level of luxury experience provided by the brand cannot be replicated at a lower price.
