Defenders Direct Ltd. (DD)
LR Defenders need to be over 25 years old to enter the US; they are in high demand with bespoke vehicles selling for £150k +.
I admire the brand http://www.twistedautomotive.com - they do not supply the US market as they only want to use the newest trucks. If we could be 'Twisted' USA, obviously the equivalent, we would be very happy. The market leader for UK - US vehicles like ours is Arkonik. I do not like this brand or their vehicles, but they employ 55 people not 5 and charge double.
1. Our customers are wealthy buyers who want a bling Defender as a third car. They are not the grubby owners club type nerds without the money to spend
2. Currently we appeal to expats more than US clients - we are missing the mark somehow - as a white middle class bloke I need some input from someone who gets the USA. Take me out of my comfort zone! e.g. A recent high-end customer was a Director of Victoria's Secret, another guy does the Christmas Lights in Los Angeles.
3. Trust - crucial to convey trust. Our customers spend alot of money at range, often without even speaking. The US market is nervous of failing customs import checks, we guarantee customs compliance but we must convey a trustworthy company. I am ex-military, this appeals to them.
4. Defenders are about individual style and opening up an adventure - most of our trucks go to urban enviroments. We should convey a cool, smart urban style rather than a farm or country look.
5. Style - we need convey style and presence. Ideally, I want to develop a sub-brand of Defenders Direct.-
6. Defenders Direct is a trusted brand but it is not an aspirational brand such as a Brabus Mercedes or an Overfinch Range Rover. DD supplies to all budgets from £15k GBP to £90k and would like to continue to do this, but we need to promote the high end under a sub- brand.
7. To date, we have built trucks on commission, we have never been on the front foot in having a showroom full of vehicles. This has been good for cashflow but we would like to build trucks that clients can then further modify – marketed under the sub-brand. DD will still supply, the new brand will be the modification and style side.
8. We supply all sorts of parts but look at Ruskin Design as our high- end bespoke interior company. We can say that we work with them. Leather roof linings, plush interiors and crazy engine upgrades - we have done it all.
9. I am considering 'OLIVE' or OLIVE Automotive as the sub-brand - Olive is suitable european, stylish and can reflect a military link albeit we do want military style. Perhaps if Olive was written in a simlar way to TWISTED it would look good, we could get close enough but not get in trouble.
9. LandRover are sensitive about their brand, we can't use ‘Landrover’ or get near it, they will have a go at us. I am not sure how we get around using Defender? We have not been challenged yet, only businesses that use Land Rover have been challenged. See how twisted use it? they have done their homework. In the US the different different body designs are sometime referred to as D90, D110, D130 for example. Defenders Direct lends itself to a play on this DD90 perhaps.
10.Our strengths are operating below Arkonik, the market is larger here. Our USP (3!) is trust, customs compliance guaranteed and our ability to cherry pick from the finest suppliers of parts, roll cages, tuning, accessories etc.
11. A logo for Olive, rather than DD should be able to be lazer cut in to metal, preferably. Google Alive Tuning, I like their 'A' - this and TWISTED can be lazer cut in steering/engine guards below the bumper.
12. I like some of the examples on the JIMDO website that offer full pictures up front and a bold style. The examples given on the 99designs sites are dull.
Find us on facebook/instagram etc - I hate doing this stuff and don’t do it enough but understand the value.
Also worth looking up a Greg Beams; a client video on youtube, this will give context to the trust thing and has brought us lots of business.