Velar sales back on track after early scare

Velar sales back on track after early scare
Velar sales back on track after early scare

JLR boss admits that company expectations that the new SUV would “sell itself” were not borne out

Land Rover’s global sales operations director Andy Goss has admitted that the company and its UK dealers might have been “a bit complacent” about sales of the new Range Rover Velar after the huge interest generated by its launch.

A relatively low ratio of test drives to orders took the company by surprise. Although Velar prices started from £44,380, some launch editions cost as much as £85,450. The introduction of a flexible pricing strategy has since brought a surge of UK sales for the BMW X6 and Porsche Macan rival.

“We had a couple of things to learn if I’m honest, some adjustments to make,” said Goss. “The moment the car was revealed, the enquiry lines were red hot and we were smashing our targets like never before, and I think that led us to believe that the car would sell itself.

“But, of course, life isn’t that easy. We needed to reassess the right approach. Our dealers had taken the levels of interest and set in stone that they wouldn’t need to discount the car to sell it, for instance.

“Perhaps they saw a surfeit of milk and honey and felt they didn’t have to try as hard as perhaps they might otherwise.

“The adjustments we had to make were small: a tweak in the interest rates on finance and opening up the space for dealers to negotiate a bit, to give customers what they rightly want and expect – a good-value deal.

“Once we’d done that the orders came in quickly, and last month the Velar comfortably outsold the [Porsche] Macan.”

So far, only around 1 in 5 Velar sales have been to Range Rover Evoque customers trading up, with “very few” Range Rover Sport customers trading down to it. By far the biggest percentage of Velar sales are being made to new Land Rover customers. It’s now possible to secure dealer discounts of up to £2000 on the car.

Asda is dropping fuel prices by 3p per litre - and capping costs for customers

Asda have announced petrol and diesel price cuts of up to 3p a litre following a further decrease in the wholesale cost.The supermarket said

Vehicle safety notices - Vauxhall, Mercedes, BMW, Audi and Ford recall vehicles

Car makers Vauxhall, Ford, BMW, Mercedes, Audi, Jeep and Mitsubishi are among brands to have recalled vehicles over safety concerns in the

Sitting in commuter traffic ‘like smoking 180 cigarettes a year’

Commuters who spend just an hour a day in their cars are unwittingly being exposed to high levels of pollution.While more than a quarter (28

Councils rake in £41m a year from bus lane fines

British drivers are forking out more than £41 million a year in fines for using bus lanes, new data has revealed.More than 888,000 motorists