Land Rover hasn’t done much to appeal to its enthusiast market lately. The company’s branding overhaul has been met with skepticism which became most evident last week following the debut of the DC100 at the Frankfurt Motor Show.
Fortunately, Land Rover’s latest strategic decision seems to make lots of sense, and should appeal to every demographic within the U.S. market. The alphanumeric model names that adorn our Rovers – LR4, LR2 – will be phased out when the next generation of vehicles arrives. Replacing the vague badging will be the traditional vehicle names used by just about every other country: Discovery and Freelander.
The move will allow Land Rover to streamline their product marketing efforts moving forward. Land Rover plans to remodel the current LR4 and LR2 vehicles around 2016, meaning the change is still a few years off.
Better late than never.
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