Factory chases more 2013 Range Rovers for dealers
ORLANDO -- The redesigned Range Rover will be in short supply for most of 2013 because of high worldwide demand, especially in China, Land Rover dealers were told at the make meeting.
The 2013 Range Rover went on sale in December, replacing a 10-year-old model. But in many areas of the country, dealers are sold out through early summer.
"We are one or two truckloads short, which also creates a situation where it helps profitability," said Michael Levitan, chairman of the newly formed 12-member Jaguar Land Rover dealer council. "We need to be mindful that we can't just order [vehicles] and get them. Dealers understand that."
Levitan is COO of Long Island Automotive Group, which owns three Land Rover stores in New York: Land Rover Glen Cove, Land Rover Huntington and Land Rover Southampton.
U.S. Land Rover executives say they are trying to get as many Range Rovers as possible, but dealers received no guarantees.
"We are asking for as many vehicles as we can get. The vehicle is sold out for six months to a year," said Chris Marchand, executive vice president of operations for Jaguar Land Rover North America.
Because of tight supply, Land Rover decided against bringing the base model that was to have started at $83,545 to the United States. Instead, the new entry model is the HSE, priced at $88,545. Two other models are available, the $99,996 Supercharged and the Autobiography that starts at $130,995. All prices include shipping.
Levitan said buyers of the prior generation Range Rover ignored the base model. The HSE comes with a panoramic roof, 20-inch wheels and an improved audio system.
Despite the shortage of vehicles, executives and dealers said Land Rover sales in 2013 are likely to top the 43,664 units sold in 2012.
Land Rover executives outlined a 2013 marketing plan for dealers that will include "a more consistent digital presence throughout the year," Levitan said.
A new feature will be iAds, the mobile campaigns that ran in iPhone and iPad applications for the launch of the Evoque compact SUV in October 2011. Land Rover is preparing iAds for the Range Rover.
Jim Snell, owner of three Land Rover stores in Texas, said: "It showed retailers a consistency of message throughout the year -- not on this month, off this month, on this month."
• The base Range Rover model won't come to the U.S.
• Marketing will include campaigns for iPhone and iPad
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