POSITIONING AND MESSAGING
Best Range Rover Ever.
Electric is not a compromise.It is an elevation of everything Range Rover stands for.
BEV ATTITUDES IN EUR DIFFER FROM OTHER REGIONS
EV Attitudes
Europe
Rationally supportive of EVs, however, attitudes are inconsistent within nations. There will be growing alignment via the EU Green Deal
Concerns
Europe
Range anxiety, patchy infrastructure, price sensitivity in southern markets; high expectations for premium experience
Social Perception
Europe
Seen as progressive and climate-aligned in northern markets; patchy status perception in southern/Eastern regions
Driving Behaviour
Europe
Mix of urban-focused daily use and leisure driving across borders; high demand for spacious and safe long-range vehicles
Motivation to Purchase
Europe
Sustainability, safety, cost savings, and visible luxury credentials; aligned with policy momentum
IMPLICATIONS
1
Lead with brand – whether it’s the cool factor, exclusivity, refinement or heritage – Range Rover brand is a powerful motivator
2
Overcome concerns and functional barriers with reassuring product stories tailored to each country that elevate leader’s lives
3
Simplify and excite with the transition – make it feel easy, effortless and a step into the future
AUDIENCE - LIFE’S LEADERS
PRODUCT WHY-BUYS THEMES
Vehicle Refinement
AUDIENCE INSIGHT MATCH WITH WHY-BUYS
Tailor Exclusivity is a primary motivator—being first, owning something rare, and aligning with a brand that reflects their status and signals their achievements. The New Range Rover Electric, is the most advanced Range Rover ever. Maintaining its iconic design, it reimagines what an electric luxury SUV should be for a new era—delivering the most serene and uncompromising Range Rover experience ever, with near-silent zero-emission performance and timeless refinement.
All Terrain Capability
Capability and performance have long limited high-end vehicles from fully embracing electric power. While performance has improved, true capability—especially in extreme weather—remains a challenge. New Range Rover Electric changes that. Its technology enables steeper climbs and deeper wading than any other electric luxury SUV. Built on Range Rover SV underpinnings, it offers greater EV range and energy efficiency while retaining the legendary off-road manoeuvres of petrol, diesel, and hybrid models.
Effortless Electric Ownership
Range and charging concerns remain fundamental, yet BEVs form an ecosystem—solutions span technology, convenience, service, and infrastructure. Electric introduces a future-aligned lifestyle: tech enabled, simple, mindful. New Range Rover Electric delivers confidence with real-world range, rapid charging, smart energy tools, and seamless ownership via an intuitive app to effortlessly manage charging across EU, advanced battery protection, and the ability to power essentials on the go.
Sanctuary of Calm
Luxury buyers expect serenity, sophistication, and craftsmanship delivered by high-tech. We emphasise refinement and the sensorial experience over pure performance. New Range Rover Electric redefines modern luxury with a serene, beautifully crafted cabin enriched by intuitive technology, pure air and curated sensorial experiences—delivering effortless comfort and refinement in every drive.
360 Sustainable Value
Sustainability drives EV adoption, yet there are challenges with energy sourcing, battery production, recycling and depreciation. Sustainability needs to be a 360 proposal not just about tailpipe emissions. New Range Rover Electric delivers sustainable luxury with renewable energy commitment, a circularity program to protect value, highly- tactile non-leather materials, long-life and more efficient components to reduce waste and maintenance.
GERMANY
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EV Attitudes
Rational and increasingly supportive, especially in western regions. EVs are seen as a logical next step, though pride in ICE vehicles remains
Concerns
Range anxiety (61%) and lack of charging infrastructure (58%) are dominant
Social Perception
EVs are viewed as progressive, especially in urban areas. However, prestige is still tied to traditional brands
Driving Behaviour
Urban-focused with growing interest in long-range EVs. BEVs are increasingly considered for primary use
Motivation to Purchase
Environmental concern (54%), fuel savings (52%), and government incentives
FRANCE
EV Attitudes
Moderately positive with growing openness. Purchase intent for BEVs is at 21%
Concerns
Price, battery life, and charging infrastructure are key barriers
Social Perception
EVs are gaining status, especially among younger and urban consumers
Driving Behaviour
Mixed use, with BEVs preferred for city driving and ICE retained for longer trips
Motivation to Purchase
Sustainability, cost savings, and technological innovation
ITALY
EV Attitudes
Emotionally hesitant but rationally open. EVs are often seen as a secondary vehicle
Concerns
Infrastructure gaps, especially outside major cities, and high upfront costs
Social Perception
Patchy - EVs lack prestige in some regions but are gaining traction among tech-forward consumers
Driving Behaviour
BEVs are used for urban mobility; ICE vehicles dominate long-distance travel
Motivation to Purchase
Cost savings and brand credibility matter
BELGIUM
EV Attitudes
High EV adoption in urban contexts, with a strong focus on sustainability and innovation
Concerns
Charging in city centres and flats, infrastructure readiness, and long-trip feasibility
Social Perception
EVs are seen as smart and socially progressive, especially among early adopters
Driving Behaviour
City-centric usage dominates; ICE vehicles still preferred for leisure travel
Motivation to Purchase
Moral alignment, cost efficiency, and visible luxury credentials
NORWAY
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EV Attitudes
Ultra‑mature EV market; luxury EV buyers expect top tech and long‑range SUVs
Concerns
Policy/tax shifts; winter conditions; premium buyers expect best‑in‑class range & performance
Social Perception
EVs are the norm; luxury EVs fit
prestige expectations
Driving Behaviour
BEVs for all uses, including long
travel in harsh weather
Motivation to Purchase
Sustainability + convenience
+ premium long‑range capability
NETHERLANDS
EV Attitudes
Positive, premium‑driven market with strong HNWI demand
Concerns
Reduced incentives; winter range; competition from high‑spec Chinese premium EVs
Social Perception
Luxury EVs equated with innovation and status
Driving Behaviour
BEVs for daily use; ICE still chosen for alpine/off‑road needs
Motivation to Purchase
Tech innovation, premium quality, exclusivity
SWITZERLAND
EV Attitudes
Positive, premium‑driven market with strong HNWI demand
Concerns
Reduced incentives; winter range; competition from high‑spec Chinese premium EVs
Social Perception
Luxury EVs equated with innovation and status
Driving Behaviour
BEVs for daily use; ICE still chosen for alpine/off‑road needs
Motivation to Purchase
Tech innovation, premium quality, exclusivity
TURKEY
EV Attitudes
Emerging yet fast‑growing EV interest; rising demand for premium Chinese EVs
Concerns
High upfront cost; limited infrastructure; competitive pressure from affordable premium EVs
Social Perception
EVs signal modernity and status; premium growing among affluent
Driving Behaviour
Mainly urban EV use; ICE for intercity
Motivation to Purchase
Novelty, cost efficiency, tech features, aspirational ownership
Lead with the brand. Reassure with substance.
Make the transition feel effortless—and unmistakably Range Rover.