RANGE ROVER AD AIMS TO JUMP START ECONOMY; COPY URGES READERS TO SIMPLY 'BUY SOMETHING'
RANGE ROVER AD AIMS TO JUMP START ECONOMY; COPY URGES READERS TO SIMPLY 'BUY SOMETHING' /ADVANCE/LANHAM, Md., Dec. 9 /PRNewswire/ -- The folks who market the fashionable British-built Range Rover luxury sport utility vehicle have taken the unusual step of urging people to buy something other than their vehicle. The quarter-page ads will appear in today's Wall Street Journal and USA TODAY. In bold, plain letters the ad reads "BUY SOMETHING." Making a plea for readers to reconsider their role in the economy, the ad continues, "Our preference, of course, would be that you buy a Range Rover. But if that's not in the cards, buy a microwave. A basset hound. Theatre tickets. A Tootsie Roll. Something. Because if we all wait for the recession to be officially declared over to start spending again, the problem will simply keep feeding on itself. As for us, we're making a start. We bought this ad." Maryland-based Range Rover of North America, Inc. isn't trying to diversify but rather to take a lighthearted yet positive step to help bring the recession to an end. "While we're not underestimating the real impact of the recession on people and jobs," said Charles R. Hughes, president of Range Rover, "all the evidence shows the economic recovery is under way but is slow and fragile." Hughes cited continuing waves of bad news in the press and the lack of aggressive leadership from traditional sources as contributing to the tendency for people who are considering making some major purchases to hesitate instead. "There are a couple of good reasons to buy now -- low interest rates, and some bargain prices on cars and houses," Hughes said. "If consumers begin spending, and if lenders loosen their purse strings a bit, it could make an enormous difference since, according to a recent Wall Street Journal article, 'consumer spending is two-thirds of U.S. economic activity.' "We're not a large company, and we don't have a large advertising budget," Hughes added. "So the decision to run this ad wasn't an easy one. In the end, however, we came to the conclusion I believe everyone in business has to confront: Before we can sell any product in the current climate, we have to first sell people on the idea of buying." Hughes hopes the ad will stimulate enough like-minded companies and governmental leaders to send similar encouragement to the marketplace. In that regard Hughes has sent the ad and a letter to the CEOs of the Fortune 500 urging them to consider similar steps. The company has also asked its 79 U.S. dealers to place the ad in their local newspapers. Range Rover of North America, Inc. is a member of the Rover Group of Companies, Solihull, England. -0- 12/10/91 /CONTACT: Bill Baker of Range Rover of North America, 301-731-9041/ CO: Range Rover of North America, Inc. ST: Maryland IN: AUT SU:
SB-ML -- DE007 -- 0521 12/09/91 11:49 EST
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|Date:||Dec 9, 1991|
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