Expensive is good, good is expensive?
The way adults judge good or bad should not be simply good or bad, at least when looking at the Land Rover brand, I never think that the Range Rover that can sell the extended model for 3 million is the best Land Rover.
Indeed, from the perspective of product positioning, the Range Rover system must be the most expensive product, the endorsement of the Queen of England coupled with its own rich technology, extremely high pricing and excellent materials.
Many people believe that range rover is the top Land Rover.
What is Land Rover's brand culture? It's off-road.
I think that the Defender is the top Land Rover, especially the Defender that is on the market today, can really bring better market awareness than the Range Rover.
On the Guard, we can feel the strong off-road performance of Land Rover, and we can feel the excellent materials and the ultimate craftsmanship on this car, especially the Land Rover that can be bought within 1 million, which is easier to enter the consumer than the Range Rover.
In other words, in addition to not being as expensive as Range Rover, Defender can bring greater market influence than Range Rover, after all, off-road performance is stronger, brand spirit is more prominent, and pricing is more reasonable.
The history of the Defender is longer than that of the Range Rover.
Land Rover's historical roots actually start with the Defender, whose predecessor, the Land Rover Series I, is the soul of the Land Rover brand's design elements, with bare rivets, rugged hinges, straight lines and rounded headlights that show the world the brand's philosophy, which is so powerful.
Its history dates back 70 years, and even in the 2016 model, defenders have inherited land Rover's philosophy and culture: tough, off-road and hardcore.
Although the development history of Range Rover is not short, it is based on the success of the Defender research and development, is an urban SUV, the main direction is already urban comfort and luxury, especially in today's era when urban SUVs can sell at high prices, the first two days of the listing of the new Range Rover top price soared to 3 million.
3 million Range Rover can indeed be compared with the price of Bentley, but more focus on profits, brand prices, for users, Range Rover lost a lot of important elements of Land Rover, such as off-road, how much ability does Range Rover have left?
Today, Range Rover has evolved into a product that can highlight social status, deviating from the cultural spirit of Land Rover, while Defender is still a continuation of Land Rover's culture.
As the leader of 70 years of culture, the design concept of The Guardian remains unchanged, it is still a square design, a tiger-headed style, while retaining and amplifying the concept of off-road culture, the core off-road parameters such as four-wheel drive, power, reliability, approach angle, and departure angle are more pure than range Rover.
Although his pricing is not high, it has always been more solid in the dissemination of land rover cultural labels, especially in the current defender's more fashionable, larger size and stronger performance product force, the defender is more like the soul of land Rover.
Strictly speaking, the Range Rover is only the most expensive product sold by Land Rover, but it has never been the top Land Rover, and the defender of Land Rover culture not only inherits land Rover's brand philosophy for 70 years, but also enjoys land Rover's top off-road technology.
What does Land Rover do? Isn't it an off-road vehicle, if a Land Rover only talks about high-end and does not talk about off-road, it is a bit off the core channel.