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4x4 leisure market.
The history of the Land Rover Brand is an important factor to look into when determining how the Discovery vehicle should be positioned in North America. The Land Rover was first developed in England as the first 4WD utility vehicle built for the outdoors. The car was not luxorious but the actual functional utility is what gave the Land Rover its strong image in Third World countries where this was extremely valuable. In response to the change in needs of its customers The Range Rover was built. This vehicle was developed as having the strength and toughness of the Land Rover but had the look of luxury and comfort in which the original Land Rover vehicle did not have...
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