加深消费者眼中路虎豪华大气全面suv的品牌形象.pptVIP

路虎 Contents Different series Product Advantages Logo History Brand Brands value and Position Reposition Product-Different series Product-Different series RangeRover 揽胜，揽胜运动版，Evoque极光 Discovery 发现 （1，2，3，4） Defender 卫士 (90，110) Freelander 神行者（1，2） DC100 （概念车） Product-Different series-RangeRover Built in 1970, 40 years history One branch of high-profile brands Kept the old style, at the same time, invent the new kinds, like the Sport, Evoque Luxury both on the performance and on the inside decoration Product-Different series-Discovery “Box” shape 阶梯式外形 more room for 7 people Off road capability (越野性能) Sense of luxury Product-Different series-Defender Originated from the first Land rover The oldest one Still military use in England Represent toughness, durability and good ability of cross country You can also see the 20-30 years-old vehicle in use today Product-Different series-Freelander Entry level of Land rover(入门级) cheaper and softer than other series Basic ability of the Land rover 39.8~68.8万 Chinese factor inside (限量版的中国红) Product-Different series-DC100 Concept-vehicle (概念车) Thinking from the science fiction Smaller and more morden Smaster and easier to control Product-Advantage Overall assessment: 1 Focusing on All-time 4WD (全时四驱) 2 Following the old tradition and style 3 High-profile position 4 Giving consideration to both the cross-county ability and the extravagance(兼顾越野能力和奢华) Brand-Logo Brand-History 最早是英国一家古老的汽车公司，生产自行车时就使用罗孚作商标名 1904年生产汽车。 1988年被英国宇航公司收购。 1989年正式更名为罗孚集团。 1990年又与日本本田汽车公司在技术和资金上进行合作。 1994年终于被德国宝马公司接管。 2000年3月，福特汽车公司向宝马集团支付30亿欧元(27亿美元)，以 购买其旗下所有四轮驱动系列产品，包括RangeRover,Discovery,Freelander和Defender。 2008年3月26日，印度塔塔集团出资23亿美元，收购福特旗下的捷豹和路虎两大品牌。 Brand-Brands value 纯正：纯正是指将现实的、历史的因素理性地综合起来，在了解Land Rover 的过去和传统的同时，努力寻求新的东西，走在时间的前面。(车型的更