19 May 2023 – Driven To Write

Mirage End I

The House of Brands needs no wolf nearby

JLR: A term used for years. Fits alphabetically, trips off the tongue. Their recently aired Reimagine reconfiguration thoroughly confused this author. Jaguar clearly heads the pack now. Land Rover demoted to initials, dropped like a stone. According to Professor McGovern OBE “Range Rover and Defender are the brands. We love Land Rover but that name doesn’t hold the other’s equity. In luxury you need absolute clarity.” Prof Gerry continued with “The Jaguar of 32 years ago is where we’re going back to — and it’s the right place for us to be.”

I headed to the corporate website for (hopeful) clarification only to find this. Land Rover — vehicle and driver united by adventure. Jaguar (by 2025, not far away) will Continue reading “Mirage End I”

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