Land Rover CEO Says "We Are NOT Scion" When Asked If They Will Chase Gen Y Buyers

Asked by an interviewer from Automotive News whether they would start chasing Gen Y buyers like every other automaker searching for a clue, Andy Goss, the CEO of Jaguar Land Rover North America, had this to say: "You should not pigeonhole yourself so much. We conquest customers but we are selling cars that are $40,000 to $80,000. They are bought by people in their 30s and early 40s. Even the average Evoque buyer is 43 years old. The average (Evoque) transaction price is nearly $50,000. We are not Scion."

We are not Scion. Halle-frickin' luja. Those are the smartest words to come out of this business in months. Thank goodness one auto CEO has the balls to say it.

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Sciros - 5/7/2013 9:21:41 PM

+1 Boost

LR certainly aren't Scion; Scion is actually well-built. (I don't like Scion but in my view LR should at least build quality vehicles before talking about how awesomely expensive they are.)

But the main point of the article (about BMW and Merc diluting their brands and losing sight of what makes them desirable) is a good one.

vdiv - 5/8/2013 3:49:43 PM

+1 Boost

I kinda like the Evoque exactly because it is a Scion-like for the Gen.X. But a 4-cylinder crossover for over $50k is a bit salty.

Really itching for a plugin version though.