BACKGROUND ANALYSIS: Charles Hughes, president and CEO of Land Rover North America, Inc., must determine how to best position the new Land Rover Discovery in the U.S. market. The main elements to take into consideration are the role of the Discovery compared to the other models in the Land Rover line, the strengths and weaknesses of Land Rover and the strong competition from Japan, which was the best known brand in the 4x4 vehicle sector for leisure in the United States. market. The history of the Land Rover brand is an important factor to consider when determining how to position the Discovery vehicle in North America. The Land Rover was first developed in England as the first 4WD utility vehicle built for the outdoors. The car was not luxurious, but actual functional utility is what gave the Land Rover its strong image in Third World countries where it was extremely valuable. In response to the changing needs of its customers, the Range Rover was built. This vehicle was developed to have the strength and ruggedness of the Land Rover, but had the look of luxury and comfort that the original Land Rover vehicle did not have. With the launch of these two products the Land Rover brand gained a large number of customers who became loyal to the main core values ​​of the company brand which were "individualism, adventure and freedom".."