Sutherland Campbell has extensive experience in the development of established and challenger brands worldwide.
Freelander launch provided the opportunity to review Land Rover's strategy and to provide focus for a new era in the brand's development. The 'Adventure' brand positioning was created and became the focus for all marketing communications. This triggered the expansion of Land Rover Experience Centres or 'Jungle Tracks' throughout the UK.
The Bentley GT Continental provided the motivation for the 'Self-Confidence' brand promise created for Bentley. This fed off the historic motor sport successes of the famous 'Bentley Boys', reinforced by Team Bentley's win at the Le Mans 24hr race in 2001.
The Sustainable Vehicle Engineering Centre has raised the profile of Oxford Brookes University through its successful achievements in Electric Vehicle research and consultancy. Key projects include the BMW led, MINI E project and the Technology Strategy Board's Ultra Low Carbon Vehicle trials.
The Eco Auto Research tracking study into consumer attitudes towards electric and hybrid vehicles is industry leading. Eco Auto Research is positioned to provide Government, Academia and Industry with ongoing insight into the changing consumer attitudes towards the low carbon economy and ultra low carbon vehicles.
Other brand development experience includes:
