LRNA - Company Profile

Industry History and Current Overview Since the invention of Ford Model T, the modern automobile industry has produced affordable cars for everyone in the US. The era of car design became prosperous and people began to demand more car customization (T car looked black only). It began shifting from manufacturing led cars to more design driven cars. Sports utility vehicle (SUV) appeared in the 1990's, minivans were developed on a flat, purely functional platform throughout the 1980's, based on the negative image of minivans.

Charles Hughes, president and CEO of Land Rover North America (LRNA), plans to expand North America's Land Rover market. Based on the growing US SUV market, research shows that consumers are looking for a car that provides them with a "rugged driving experience" while being practical, safe, reliable and luxurious It is shown. Due to the success of Discovery's success in the UK and the world's Land Rover brand almost doubled, LNRA aims to be the "world's best 4 × 4 specialized company" through effective branding, product and retail strategies. The success of this event depends on correct positioning, marketing mix, and retail strategy development. LRNA classifies Discovery as follows.

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