Abstract
Range Rover of North America subsidiary opened its doors in 1987. In seven years, the firm had grown from a distributorship selling only one Land Rover model to a multi-product firm with three vehicles under the corporate brand. In 1992, the firm changed its name to Land Rover North America (LRNA).
In 1994, Charles Hughes, President and CEO of LRNA had to make decisions which were to be pivotal to the future trajectory of the firm.
The first issue that Hughes faced is the lack of awareness of the brand and consumers' confusion with the brand name ‘Land Rover' and its product ‘Range Rover'. One of the consequences was the very low market shares of LRNA in the US SUV market.
