New SUV sales technique: Add a little Posh Spice
In this age of high gas prices, auto executives have caught on that the only way to sell people on a gas-guzzling SUV is … hey, look over there! It’s a Spice Girl!
That, in a nutshell, is Land Rover’s strategy for marketing the Range Rover Evoque. Victoria Beckham, née Posh Spice, “co-designed and gives her name” to the special version of the vehicle, USA TODAY reports:
“Both Land Rover and Victoria Beckham are British luxury brands with credibility and global appeal,” [Land Rover design chief Gerry] McGovern says in a statement. “This dual ‘Britishness’ makes the collaboration even more exciting especially when considering the huge audience for bespoke products around the world, particularly in China, Russia and Brazil where Land Rover is growing.”
Leaving aside that a person counts as a luxury brand, it’s hard for a non-car-fluent person to understand what exactly is so Posh about this car. Apparently it’s something about the paint and the stitching on the leather inside? Actually what we’re most impressed by is its not-bad fuel efficiency — 28 mpg on the highway. It’s no EV, but it could definitely be doing worse.
Victoria Beckham lends posh look to Range Rover Evoque, USATODAY.