Last week, JLR unveiled Velar, the most ambitious Range Rover variant yet. But Driven to Write asks, is there a cuckoo in the nest?
As the dust sheets were lifted off their new mid-liner, Land Rover CCO Gerry (IGMG) McGovern informed journalists, Velar is “the most car-like Range Rover we’ve done so far”. It also seems likely to become the crossover SUV that will convert customers who have so far proven immune to the crossover SUV contagion. Continue reading “Taking the Veil”
It’s all change at Land Rover, as Archie Vicar might say. I have prepared this visual analysis of the car so as to show you what’s being offered.
The new car looks longer and lower and has lost a few degrees of rectilinearity. It has also lost the hard, industrial character which made the last Disovery so appealing and indeed distinct from the Range Rover above it. The residual roof bump might make sense in a design board meeting (“We’ve refenced the step in the roof, Bob, but made it more dynamic…”) but in reality it is now pure styling. The base of the A-pillar is visually very unsettling, a hard corner amidst a mass of radii. The previous model handled this area nicely. Notice the lamps are now horizonally accented and not vertical. They resemble a Ford S-Max and the stepped feature offers nothing functional. The BOF construction has gone as well as the square looks.
Verdict: the Discovery now looks like many other mid-size SUVs.
While the story of the Defender’s potential rise from the grave continues to garner column inches, does it mask a more compelling drama?
Something of a minor storm has been taking place amid sections of the media over reports that industrialist, Jim Ratcliffe has been in talks with Jaguar Land Rover over purchasing the rights and tooling for the recently axed Defender model. The story which first appeared in The Times newspaper claims the chemicals boss intends to re-start production of the 68-year old model, with some suggesting a Caterham-style reinvention and modernisation programme under an alternative nameplate. This story was picked up with some seriousness by Autocar but has been refuted in robust terms by JLR – a spokesperson telling reporters; “There is no way this is happening, we’re not going to let anyone build our Defender.”Continue reading “Resurrecting the Defender”
Not satisfied with a year-long treatise on Jaguar’s mid-80s saloon, DTW’s kitty chronicler-at-large goes looking for connections further afield.
In 1988 thoughts at Rover Group finally began to coalesce around a replacement for the original Range Rover. P38A was the result, a car mostly dismissed now as a half-hearted reworking of a true original. Sound familiar? Well, history isn’t just confined to repeating itself at Jaguar, because as you’ll see, similarities between P38A and Jaguar’s XJ40 run surprisingly deep. Allow us to count the ways. Continue reading “Land Rover’s XJ40”
The limping cat: In this third part Driven to Write asks why Jaguar continues to under-perform in its most crucial market?
Despite the improvements that took place under Ford ownership and enhanced resources provided by Tata, Jaguar continues to seriously under-perform globally. According to JLR, Jaguar sales rose 13% year-on-year, retailing 49,656 vehicles in the calendar year to date and 6,069 in the month of July alone*. However these figures belie several more troubling factors. Jaguar sales in the once vital American market keep falling. Continue reading “JLR: The Challenges Facing a Challenger Brand – Part 3”
In the second part of our examination of JLR, we look at Land-Rover’s market stratification, Ford’s powertrain legacy and their less than stellar reliability record.
Land Rover’s confused offering
JLR’s strategy with Land Rover is to stratify the brand into three distinct levels. Land Rover at entry level, Discovery as median level and Range Rover as upper level. However, at the time of writing, this distinction remains insufficiently clear. The newly announced 2015 Discovery Sport is a good example of this – appearing a little too akin to its Range Rover derivative, and suggesting there is work to be done to put some discernible distance between the individual marques. Until a new generation Defender is available, this strategy will continue to confuse customers, with the added problem that JLR have nothing to offer buyers trading from the outgoing Freelander model – unless they are prepared to dig considerably deeper into their pockets. Continue reading “JLR: The Challenges Facing a Challenger Brand – Part 2”
Jaguar Land Rover’s commercial renaissance over the past five years has prompted a deluge of scepticism in some quarters, because on the surface of things at least, its rapid turnaround has stretched belief. When the Ford Motor Company sold the Jaguar and Land Rover brands to Indian industrial giant, Tata Group for £1.2bn in 2008, both businesses were loss makers – Jaguar in characteristically epic fashion. Continue reading “JLR – The Challenges Facing a Challenger Brand”