Land Rover North America understands the value of the equestrian industry. The luxury auto maker with deep and unmistakable British roots has recognized the value of “horse people” for the past few years.

Their media campaigns targeted at the overall consumer market highlight the performance and the versatility of their Range Rover and LR-4 all-wheel drive vehicles.

But they also invest heavily in a highly lucrative sub-market: Horses and horse people. LR maintains a strong presence at horse shows across North America.

This market is as far away from Black Beauty, Trigger, and Mr. Ed as you can get. It’s BIG money. The US Equestrian Foundation tells us that:

• There are 9.2 million horses in the United States.
• 4.6 million Americans are involved in the industry as horse owners, service providers, employees  and volunteers. Tens of millions more participate as spectators.
• 2 million people own horses.
• The horse industry has a direct economic effect on the U.S. to the tune of $39 billion annually.

The industry has a $102 billion impact on the U.S. economy when the multiplier effect of spending by industry suppliers and employees is taken into account. Including off-site spending of spectators would result in an even higher figure.

For marketers like Land Rover it’s a no-brainer. Horse people and Land Rovers go together like, well, horse and girls of all ages. Horse owners need to carry lots of horse gear over dirt roads leading to barns and fields, and want to look good while they pursue their passion.

But the horse world is suffering. Attendance at events and shows across the Northeast is down. The huge Summer Festival Horse Show in Vermont this summer was noticeably smaller than past years. Even charity events in New England are having trouble finding participants.

Research shows a significant number of horse owners planning to downsize their horse investments in the next year. Traditionally a very expensive endeavor, horse ownership also means dealing with the cost of transporting your best friend. Gas prices, stabling costs, veterinarian bills, insurance, and the time commitment are causing owners to re-think their depreciating asset.

Where does that leave Land Rover? Only time will tell. In the meantime, horse prices are also down. This just might be the best chance in decade to get into the saddle.

Buy a horse. Buy a Land Rover. Tip your hat, and ride off into the sunset.