The Evoque, a cheaper Range Rover introduced in 2011, has also proved wildly popular, not least in China, where JLR sells a quarter of its cars and recently overtook Lexus as the fourth-biggest-selling luxury marque behind Germany's BMW, Daimler and Audi.Land Rover is also decently profitable.
A cheaper range, uberX, competes directly with ordinary cabs.
Mr Milroy explained that by offering a cheaper range of smartphones Samsung had been able to tap into a bigger share of consumers, especially in the emerging markets.
That relationship will help Amazon offer a relatively cheaper range of products than in the US, although it will still be more pricey than Aldi and Lidl.
In global terms, the Ecco lines are definitely not cheap, ranging in price in Denmark and Sweden from around $90 to $180.
But sales, especially in the cheaper ranges, increased in January.
£7.99, Marks & Spencer Bargain basement Sud de France Grenache Syrah Mourvèdre A stunning bargain from the Jean-Claude Mas stable whose similar, but more imaginatively labelled, cheaper range at Majestic featured in this column a couple of weeks ago.
In the cheaper range, the Ngong Hills Hotel (3) on Ngong Road (00 254 20 386 0894; www.ngonghillshotel.com) has 35 clean, air-conditioned rooms, with en suite bathrooms, for Ksh4,500 (£37.50) including breakfast.
It hasn't hit AT&T's site just yet, but expect it in the free-to-cheap range sometime in the next day or two.
Already, fancier and more expensive products, such as the latest collections of clothing, are sold in the wealthier north of Italy, whereas cheaper ranges are offered in the south.Prompted by the euro, two other companies based in Bologna have adopted new pricing strategies.
