Experience and Discovery in the auto industry

Edwards, John
March 2005
Brand Strategy;Mar2005, Issue 190, p18
Trade Publication
The article presents an interview of director of sales and marketing of MG Rover Group Ltd. John Edwards, who discusses challenges facing the automobiles like Land Rover and Jaguar brands and expounds the company's belief that experiencing the product drives brand success. On the question of biggest challenge to Land Rover, he said that Land Rover's evolved very slowly. The marketplace is changing rapidly so they are under assault from premium brands, particularly German ones. Land Rover's planning to grow significantly in North America because currently we have a small share. INSET: Land Rover and Jaguar marketing in numbers.


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