Land Rover - Have they Maintained their Brand Reputation

Land Rover are a quintessential British brand of off-road vehicles owned by Jaguar Land Rover. Starting out as a utilitarian 4WD off-road vehicle, the brand has grown to focus more on a range of upmarket, luxury sport utility vehicles. In this post I will explore how Land Rover manage their portfolio and how the shift towards luxury vehicles may have effected the brands reputation.

 

Land Rovers Brand Portfolio and How it’s Managed.

 

Land Rover was first introduced by the Rover Company in April 1948 when they released the first series under the name Land Rover. After its success Land Rover established a strong reputation for themselves as a strong off-road vehicle. Thanks to this success they decided to grow their portfolio to enter new and emerging markets.

The brand portfolio is all the brands that fall under the Land Rover banner. In this case Land Rover have their core brands of Range Rover, Defender and Discovery. Each brand contains it’s own sub-brand portfolio, for example Range Rover include Classic, Sport, Velar and Evoque. Alongside these core brands Land Rover also have SVR – their special vehicle operation – and the Land Rover Classic.

 

Land Rover use this portfolio to effectively decide how each brand can be marketed and the value that it adds in its specific market. The Defender and Discovery brands are very different from their showroom cousins, such as the Evoque and Velar. Together they aim to achieve a balanced portfolio while still staying true to the Land Rover vision of a sustainable, smart mobility world.

Land Rover strengthened their portfolio when they realised that one of their brands, the Freelander, was not performing in the market as it should. This can effect the brand portfolio and the brand as a whole so it was discontinued in 2015 in order to strengthen their portfolio.

 

Land Rover have clearly defined the roles of the brands in their portfolio and they view these elements as a holistic strategy that carries and supports their brand goals and vision. They have linked their branding efforts across their portfolio to ensure that their portfolio builds a strong and powerful brand. However, does this portfolio result in a strong reputation.

 

Land Rover Brand Reputation

 

In an age where consumers have immediate access to information, it is important for a brand to maintain a good reputation. In the case of Land Rover, their reputation has shifted over the years due to their strategy change towards luxury vehicles. This shift would have changed the brand reputation as they move towards a new audience.

They have also experienced negativity in the media over their unreliability and the recent incorporation of Jaguar Land Rover. A brand reputation is solely based on how the consumer views their product. So it becomes vital that these incidences are addressed effectively and quickly to maintain the brands reputation.

 

The Consumer's Perspective

 

Walsh et al (2009) proposed a customer based checklist that features five measurable factors that a brand can use to determine their reputation based on customers perception of them. This includes whether the brand is a good employer and how they treat their employees. Land Rover need to ensure a high level of openness and transparency to allow consumers access to this knowledge. Land Rover are quite open about how they engage with their employees and foster their enthusiasm for the brand.

 

Land Rover are also transparency in their dedication for sustainability which shifts peoples perception of the brand. Land Rover aim to achieve net zero carbon emissions across their supply chain, products and operations by 2039. Through their dedication to a sustainable future and their communication through various platforms, Land Rover are able to build a favourable reputation.

 

Conclusion

 

Klopper and North (2011) state that the aim of the brand portfolio is to limit brand confusion and provide clarity on product offerings to stakeholders. Land Rover have created uncertainty within their portfolio through the shift towards more luxury vehicles that has effected their reputation. As brands are scrutinised by consumers more than ever; it appears as though Land Rovers consumers are divided between the original off-road vehicles and the new luxury vehicles. Their portfolio does not bridge that gap to create a unified brand portfolio. In a world that is full of competition, Land Rover could loose out on brand equity if they don’t manage to bridge that gap as they compete with new brands like Ineos Grenadier.

 

Reference

 

Get Smarter. 2023. Brand Reputation (module seven). Available on GetSmarter portal.

 

Land Rover Website (2023), www.landrover.com

 

Klopper, H.B. & North, E. 2011. Brand Management. Pearson: Cape Town.

Walsh, G., Beatty, S.E. & Shiu, E.M.K. 2009. The customer based reputation scale: replication and short form. Journal of Business Research, 62. October, pp.924-930.