Title: LAND ROVER
1LAND ROVER JAGUAR LIFE STYE PROGRAM
for the
GRAND TOURING 35TH ANNIVERSARY
2GRAND TOURINGS 35 YEARS OF HERITAGE
- Activities outlined are proposed to help
celebrate Grand Tourings 35 years of heritage
and service to the luxury car market.
- To celebrate the 35th anniversary, we will focus
on the following vehicles to promote customized
accessories packages.
- LR3, Range Rover, Range Rover Sport, Jaguar
x-type (both sedan wagon) Jaguar S-type
vehicles.
- The goal of creating a 35th anniversary
accessories package is to
- Increase awareness to the Grand Touring
dealership and its Land Rover and Jaguar
offerings through advertising, media write-ups,
and events. - Create exclusive packages to give Grand Touring a
distinct marketing edge over other competitive
dealers.
- Create a program that will assist in increasing
sales volume (accessories and vehicle sales)
while creating an opportunity to retain a healthy
level of gross profit per vehicle and have a
positive affect on total operations revenue. - Accessorize vehicles under the VPS program to
stimulate sales and profit levels for all Grand
Touring internal departments including Sales,
Service, Parts, FI. Implementation of
accessories and KIT will add value by generating
additional revenue streams to all internal
departments.
3LR3 35TH ANNIVERSARY ACCESSORY PACKAGE SUGGESTIONS
All cost shown are approximate retail/customer
cost (Canadian Dealer cost pricing is not
available). Final pricing would be verified.
4RANGE ROVER 35TH ANNIVERSARY ACCESSORY PACKAGE
SUGGESTIONS
All cost shown are approximate retail/customer
cost (Canadian Dealer cost pricing is not
available). Final pricing would be verified.
5RANGE ROVER SPORT 35TH ANNIVERSARY ACCESSORY
PACKAGE SUGGESTIONS
All cost shown are approximate retail/customer
cost (Canadian Dealer cost pricing is not
available). Final pricing would be verified.
6JAGUAR X-TYPE SEDAN WAGON 35TH ANNIVERSARY
ACCESSORY PACKAGE SUGGESTIONS
All cost shown are approximate retail/customer
cost (Canadian Dealer cost pricing is not
available). Final pricing would be verified.
7JAGUAR S-TYPE SEDAN 35TH ANNIVERSARY ACCESSORY
PACKAGE SUGGESTIONS
All cost shown are approximate retail/customer
cost( Canadian Dealer cost pricing is not
available). Final pricing would be verified.
8Media Coverage Action Plan
- 4 areas of media coverage to focus on
- lifestyle and image accessories packages
- Wheels Events
- Driving events allow potential customers to
experience the Land Rover Jaguar brand. Physical
interaction adds emotion to the buying process
and allows them to conceptualize the driving
experience and lifestyle. (A powerful closing
tool for prospects that are still unsure in the
buying process and have not been closed yet.
This can also help to increase the penetration of
lease termination prospects/abandoned clients) - Automotive Journalist Test Drive Reviews
- Add awareness and exclusive coverage by having
an automotive journalist complete a write up on
the 35th anniversary vehicles and special
accessory packages. - Web Advertising (customized, reflecting on the
35th anniversary)
- Give increased awareness to the vehicles and
accessory packages on the Grand Touring website.
The goal will be to increase additional hits to
the company web site and increase frequency of
online inquiries and appointment requests. - Newspaper Advertising
- This will promote the exclusivity and
availability of the 35th anniversary accessory
packages. (Include sample payments pricing)
This is designed to give customers a pushto
research the packages, call the store, visit the
store, generate appointments and set the stage
for accessory and KIT purchases.
9Land Rover Jaguar Wheels Events
- Suggested Packages
- Spa get-away, ski passes, overnight Niagara
attractions. These private wheels events could be
held for most profitable customers or those who
are new to LR/Jag and need an extra incentive to
make the purchase. - Events Inclusions
- Test drives both on/off road, w/factory reps
available to answer customer questions about the
vehicle, complete product demonstrations (ie,
Nav, Bluetooth, Voice Recognition, DVD and
entertainment, etc.) I would be able to assist
with this aspect of the customer experience. - Customer Car Care Clinics (on site)
- Factory trained representatives would be present
to answer questions about vehicles and
accessories while also performing live mobile
multi-media demonstrations. - Trade Shows
- Events centered around outdoor activities (ie
Boat Show have a LR showcased with Trailer
Hitch Outdoors/Fishing shows show case LR3 with
factory day tent Golf show showcase Jaguars
around lifestyle Wine/Food shows showcase
Jaguars around lifestyle Home Shows showcase
LR/Jag around lifestyle Toronto Film festival
obtain rights to be official vehicle supplier for
visiting celebrities either LR or Jaguar,
delegates etc). - Entertainment District
- Showcase LR/Jaguar vehicles around Torontos most
high end/exclusive night clubs venues.
Chauffeur visiting celebrities to these events.
Keep with the theme 35 lucky people will get a
chance to have a LR or Jag for a weekend. - Charity Events
- ie. Hurricane Katrina relief, Christmas toy drive
for kids etc. Have LR or Jaguar X-type wagons
displayed at various high end malls/locations and
launch initiative to load up each vehicle with
charitable goods ie. Food, toys, clothing,
emergency supplies, and have them delivered once
filled or Fill up a LR day tent accessory. This
showcases the LR KIT that are available. - Airport
10GRAND TOURINGS 35TH ANNIVERSARY ACCESSORY
PACKAGES ARE A WIN-WIN!
- The suggested vehicle packages have the
flexibility to be altered and customized to meet
the needs of customers and or the dealership.
- Accessories packages outlined in this
presentation are a sample of the options that can
maximize additional revenue through higher Gross
Profit Levels. The arrangement of accessories
would be offered in a sensible and practical
manner for clients by providing versatility,
flexibility, usability and value. - LR dealers are in a positive situation where,
they have the Upper Hand in terms of the
current market situation. LR supplies are low,
while the demand is high, and therefore, a
customer is in a position where he/she would
rather take delivery of a vehicle that is
kitted and ready to be delivered vs submitting
a factory order that could take in excess of four
months. - This initiative will aim to be a spring board for
renewed interest in the Jaguar brand and
increased exposure for the Grand Touring facility
thus assisting in increasing sales activities for
not only the vehicles, but the accessories as
well. Accessorization is a means to tap into a
new revenue stream and everybody wins.