AM Online

Land Rover pricing in 'chaos'

Land Rover has been accused of having a 'chaotic' pricing policy by one of the pioneers of online retailing of parallel imports.

The accusation comes from Broadspeed.com following yesterday's announcement by Land Rover that it was cutting prices across the Land Rover range by £3,000 in response to competition from unofficial imports.

Broadspeed's managing director Simon Empson told AM-online: “Land Rover's pricing chaos means that specially ordered righthand drive models supplied on the Continent have to travel up to 2,000kms by land and sea from our Spanish LR dealer to sell at some 20% less than the UK.

“The ultimate irony is that the UK consumer is then forced to pay Broadspeed.com a further £799 fee for the 2,000km journey.

“If only Land Rover would agree to supply imported models direct to the buyer at the factory gate in Solihull, all parties would save money – including Land Rover.”

The price reductions sees a Range Rover 4.6 Vogue reduced from £53,000 to £49,995. Mr Empsom says Broadspeed.com offers this model from its Spanish dealer for £39,750 OTR. The Land Rover Discovery TD5 ES7 is available from its Dutch dealer for £24,750 against a Land Rover retail price of £31,995.

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