MOAB, Utah -- Forget the landed gentry.
Land Rover is marketing its new Range Rover Sport to flashy young entrepreneurs who might otherwise buy a Porsche Cayenne or BMW X5.
Instead of commercials that focus on high-end luxury touches, the Range Rover Sport's TV campaign is filled with action, quick cuts and the thudding of primal South American drums.
The spots show people pursuing strenuous activities such as cross-country running, tango dancing, horse racing, downhill skiing and abstract painting. They pause to catch their second wind.
At the end of the commercials, a Range Rover Sport darts through urban traffic. The driver exhales heavily as the vehicle comes to a halt.
Print and billboard campaigns for the SUV start in July. Those campaigns share the TV tag line, "The New Rush." Images will focus on the Range Rover Sport's profile. Reddish-orange heat lines radiate off the back of the vehicle.
Young & Rubicam produced the global campaign.
"The Range Rover Sport is a new model to the lineup," says Sally Eastwood, Land Rover's vice president of marketing. "We need to extend its reach and awareness."
Land Rover has less consumer awareness than other luxury brands, but its ratio of consumers who express purchase intentions to those who actually buy is one of the strongest in the industry, Eastwood says.
Land Rover will hold customer events for the Range Rover Sport in Los Angeles, San Francisco, Chicago, Miami and New York between August and October. The events include vehicle test drives.
The Range Rover Sport will compete with other Land Rover models for advertising attention.
Launched last year, the LR3 continues to require marketing support to maintain its spot as the brand's volume leader, Eastwood says.
The Range Rover received a major mid-cycle change, both in looks and under the hood.
The three core models, the LR3, Ranger Rover and Range Rover Sport, will divide Land Rover's advertising budget equally, Eastwood says. Land Rover has stopped importing the aging Freelander until its redesign next year.
Land Rover spent $71.5 million to advertise in U.S. media last year, TNS Media Intelligence reports.
The Range Rover Sport goes on sale this summer. Land Rover intends to sell the base HSE model for $56,750, including shipping.
Land Rover expects U.S. sales of the Range Rover Sport to be slightly higher than those of the flagship Range Rover. Last year, 13,546 Range Rovers were sold.
You may e-mail Mark Rechtin at