Women's Panel Reaches Second Anniversary

The Land Rover Women's Panel completed its twentieth in-depth product appraisal this month, marking the group's second anniversary. The panel, comprised of Land Rover employees from across the company, has a formally recognised role in the future development of Land Rover's four strong vehicle line-up and is intended to reflect the broad spectrum of the company's female buyer.

Panel members test areas as diverse as switchgear functionality, on and off road handling and all round vision. In recent months participants have examined the ergonomics and visibility of a future Land Rover model, ensuring the needs of the female customer are catered for at every stage.

The group has sampled and evaluated all areas of the vehicle's interior and exterior, from seat comfort and switchgear placement to the design of full vehicle concepts. The women also tested the ease of under-bonnet maintenance, an important part of the ownership experience.

Sharon Thomas, Manager, Product Development Operations, said: "Piloting vehicles with the Women's Panel helps us gain a broader insight into our buyer profile, allowing us to maintain a competitive edge. We want to be sure that the needs of women buyers have been taken into account."

RAC statistics show that women buyers take up a 39% share of the new car market with 44% purchasing used cars. The Women's Panel initiative underlines Land Rover's commitment to appeal to women buyers as much as men.

Land Rover leads the UK 4x4 market, having sold a record 47,000 vehicles in 2002.

Published 14 July 2003 Melanie Carter
 

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