Explain why Land Rover North America (LRNA) launched Land Rover Discovery as its brand extension, instead of staying as a niche, high-end brand that had cult-like popularity among devoted fans. In other words, what happened between the year 1986 (i.e., when Range Rover was first introduced to American consumers) and the year 1994 (i.e., when Land Rover Discovery was launched in North American market) that influenced the said decision? Examine as many different factors as possible that contributed LRNA's decision to do so. Make sure to provide relevant evidence for your claim.

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Land Rover North Americas decision to launch the Land Rover Discovery as a brand extension instead of maintaining a niche highend brand status was influenced by several factors that evolved between 19... View the full answer