Land Rover to introduce a broader variety of customization options

Article by Christian Andrei, on March 12, 2013

Land Rover’s customers will get a broader variety of customization options. But company chief John Edwards clarifies that the company will make sure that any work done is in line with the brand values of the marque. Edwards said that Land Rover will give customers the opportunity to personalize their cars --- but “in a limited way.”

He said that they’re looking into what aftermarket tuners are doing and so, they will want to acquire a share of that market, according to Autocar. He warned though that Land Rover can’t be expected to endosre sanction modifications that are as radical as some of the most modified models, one example of which is the dark pink Hamann Range Rover that was seen at the Geneva Motor Show.

Edwards shared that Land Rover has a department named ETO that works on development projects but then the company is aware that it has to weigh its “discomfort against the business case.” He said that it’s obvious that it has a brand responsibility to protect.

Its means of selling cars has to be aligned with its values but it also has to do what it can to increase profits. He explained that ultimately, it’s a matter of timing. Since Land Rover is a comparatively small firm, it has to give priority to opportunities depending on the investment needed.

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