Hard Truth: The Range Rover Is Better Electric
Compiled by ADME Newsroom from 1 source
First reported by Chasing Cars ·
Image: Chasing Cars
The quick read
- The Range Rover has gone fully electric for the first time, combining effortless luxury, refinement, and serious off-road ability.
- The electric Range Rover poses a threat to Australian dealers who have traditionally relied on the model's off-road capability.
- The fully electric model may appeal to a different demographic, impacting dealers' stock and ordering strategies.
- Dealers will need to be competitive on price to attract customers to the electric Range Rover.
For dealers: Australian dealers need to reassess their strategies to remain competitive in the market with the introduction of the fully electric Range Rover.
AI-assisted summary of the coverage below — check the original reporting before relying on specifics.
ADME commentary
The ADME angle
The Range Rover's shift to fully electric is a significant threat to Australian dealers who have traditionally relied on the model's off-road capability to drive sales.
This change will likely impact showroom traffic, as customers who were previously drawn to the Range Rover's luxury and refinement may now be more inclined to consider electric vehicles from other brands.
What it means for the order bank
Dealers who have existing orders for the Range Rover may need to reassess their stock and ordering strategies, as the fully electric model may appeal to a different demographic.
The electric Range Rover's impact on pricing and margin will depend on how Land Rover chooses to position the model in the market, but it's likely that dealers will need to be competitive on price to attract customers.
Competitor response
Other luxury brands, such as Mercedes-Benz and BMW, will likely respond to the electric Range Rover by accelerating their own electric vehicle plans, which could lead to increased competition in the market.
Dealers who can effectively market and handle leads for the electric Range Rover will be well-positioned to capitalize on the model's luxury and refinement, which are still major selling points.
Taking action
This week, dealers can take a decisive action by reviewing their existing marketing strategies and lead handling processes to ensure they are optimized for the electric Range Rover and its target demographic.
Full coverage
Hard Truth: The Range Rover Is Better Electric
The Range Rover has always been defined by effortless luxury, refinement and serious off-road ability — and now, for the first time, it’s gone fully electric. In this first drive, Tom Baker gets…
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