Luxury 4x4s, especially Range Rovers, have moved far enough upmarket as to compete with exclusive furniture
Autocar’s group tests compare models likely to be shopped together. Jaguar Land Rover, however, has a suggestion: rather than a Mercedes, a sofa would be more relevant. The reality today is that Range Rovers in particular have moved so far upmarket that JLR is competing with upmarket sofa companies and other luxury purchases for the “share of wallet”, JLR's chief commercial officer Lennard Hoornik explained to investors recently.
Smaller Range Rover Boutiques meanwhile are being established in city centres, for example in Shanghai. Whatever the size, none will have desks. “When you sit at the desk… we’re going to negotiate. We don't want that and actually the customer doesn't want that,” Hoornik said. The RR House doesn’t have to be a fixed location. In April JLR set up a bespoke, 10-day event in the Cotswolds in partnership with upmarket food company Daylesford Organic and featuring “gourmet” lunches.
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