Land Rover to simplify model ranges and cull options
At the launch of the second-generation Range Rover Evoque this week, local managing director, Mark Cameron said the brand was taking on-board feedback from dealers and journalists that its model range and options lists are too complicated.
Land Rover and its sister brand, Jaguar, have become notorious for their often-overbearing options lists and engine choices, and now admits this information is often difficult to convey to dealers, and subsequently consumers.
As such, the new-generation Evoque could be the last Land Rover to arrive in Australia with an expansive list of 26 possible variants at launch.
Cameron noted that the guiding principle thus far has been to offer consumers a superior amount of choice over competitor brands, but the consequence for that was long wait times for bespoke cars to be built, and “lost sales” in the lower price ranges of Evoque and Discovery Sport where “instant gratification” was more important.
"It's fine if you live down the street from the factory [at Solihull or Castle Bromwich], not so much if the vehicle needs to spend three months on a boat." Cameron said.
As to how this range simplification could be achieved, Cameron suggested that optional items could be rolled into standard features, upping the price of existing variants, or have options packaged together.
Things are slated to get worse before they get better for the Evoque’s line-up, with its range set to expand when three-cylinder and plug-in hybrid drivetrain options arrive some time in 2020.
The next model for Land Rover is the updated Discovery Sport which shares the Evoque’s significantly updated architecture, then the much-hyped Defender which is tipped to be “the most capable” vehicle the brand has ever built.
Over at sister-brand, Jaguar, the model simplification strategy is already in full-swing, with the updated Jaguar XE mid-size sedan available in just two variants down from 11, with just one engine option.
Do you find Land Rover's model line-up confusing, or is more choice better? Tell us what you think in the comments below.