In March this year LRO.com reported that, after a decade-long absence, Kim McCullough returned to Land Rover North America having been appointed to the position of Brand Vice President. She was formerly a marketing department employee at the company during the late nineties and left in 2001 to sequentially take senior marketing roles at Toyota, Lexus and Nissan. McCullough returned to an automaker that has changed its owners and LRNA that has moved locations and now offers a larger and more diverse range of SUVs. The company, then a division with Aston Martin, Jaguar and Volvo of Ford's Premier Auto Group in Irvine, California, is now part of Tata Motors and its U.S. operations are based in Mahwah, New Jersey. McCullough now reports to Gary Temple, President, Jaguar Land Rover North America, and is responsible for marketing communications and product planning for Land Rover in the United States. LRNA currently offers the Range Rover, the Range Rover Sport, LR4, LR2 and the Range Rover Evoque in the US.
In a recent interview Kim McCullough gave hints as to Land Rover North America's direction when she was asked, ' As an urban crossover, is the Evoque being positioned differently than other vehicles in the portfolio?'
She replied, 'It's definitely a different expression of the brand, but what connects it to our other products is the breadth of capability. That's a hallmark of the brand. So even though we are positioning it as a city vehicle because it is a smaller Range Rover variant, it is also the most fuel-efficient one. So there are a lot of attributes that will appeal to someone who is looking for something different than what you normally associate with Land Rover and Range Rover.'
'How will the Evoque buyer differ?'
'The difference is psychographic. Already our profile is in the forties age group and very affluent, so we don't see a huge change in that profile but we are using it to reach out to a completely different audience. Stylistically, the design is really different; it stops people in their tracks. We feel it will appeal to someone looking for a more modern statement versus some of the other products out there and versus what they might normally expect from us.'
'From what competitive vehicles will you expect to win new owners and will they be crossovers?
'We'll win people from the likes of BMW and Infiniti and will reach out to those crossover drivers - people who don't want a traditional SUV.'
Information about Jaguar Land Rover North America products is available to consumers via the internet at www.landroverusa.com. click here for Land Rover North America