So, who would buy a Land Rover anyway? Research suggests that 60 percent are male, with an average age of 41. Eighty percent are married and 40 percent have children. Their average income is a relatively high $150,000 a year, and 80 percent are college graduates. Catchphrases from the research suggest that Discovery buyers: “…like distinctive vehicles with personality and character; believe that their individuality communicates a special type of prestige, and value timelessness over trendiness.” Dream customers by all accounts.
My own research indicates that people that buy Land Rovers are actually just geeks that really want to be cool.