MOTOR
We have a vision for Land Rover -Sheran Fernando
M F Jabir
Entrepreneur Sheran Fernando speaking to Daily News Business said the
creation of SMI Automotive, a Joint venture with Sathosa Motors, where
each party held a 50 % stake would be an important milestone for the
Land Rover business in Sri Lanka.
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Sheran Fernando. Picture by Mahinda Vithanachchi |
A significant investment had been made by both parties in the
project, he said.
Fernando said at the end of the day the customer would benefit by
having an agent with a broader capital base and therefore they would
have more strength to develop the brand faster.
“The reputation of Land Rover 10 years ago was not what it is today.
But we had a vision for Land Rover. We always thought of Land Rover not
just as a four wheel drive but as a prestige car, a competitor to
Mercedes or BMW and a form of a SUV is more versatile in the Sri Lanka
context,” he said.
Fernando said they had over a 10 year period built the brand. For
this two important factors had to be accomplished.
One factor was to build a resale value. If there was no resale value
and a person loses in resale he would not buy that brand again.
And the second factor was to build resale ability, that was to build
a group of people willing to buy the car. Both these factors were built
by after sales service.
Therefore over a period of time, they had concentrated, spent money,
trained staff to support after sales service in the best possible way.
Here again the joint venture would help the cause having a workshop
in the industrial area which could be kept open for 24 hours.
By such facilities the brand could be taken from one level to
another. And the joint venture comes at a time where its financial
strength and expertise would then help to take the brand to a further
level.
“Land Rover has always been a niche product aimed at someone who
really understands and appreciates vehicles, therefore it is very
specialized.
“Hence our whole concept of marketing has been eyeing those people
who appreciate the product and sell the product to them.” he said.
Fernando said they would soon launch the new Range Rover which is 400
kilos lighter than its predecessor and added that it was an exciting
vehicle.
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South Korean models posing with GM Koreas Spark EV during a
press preview of the
Seoul Motor Show in Goyang, north of Seoul. Gas-guzzling
SUVs, eco-friendly electric
cars and the odd brave attempt to marry the selling points
of both are taking centre stage at the biennial Seoul Motor
Show. AFP |
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