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”
As Jaguar 2016 sales hit unprecedented heights, we take an unflinching look at XE’s school report. History appears to be a particularly weak subject.
On the face of things, JLR’s once troubled Jaguar brand appears to be be on the rise at last. Following massive investments in new product lines, underpinned by an all-new aluminium intensive modular platform and new diesel engines, the marque has posted global sales of 148,730 vehicles last year, up 77% on 2015 figures. And while brand Jaguar accounts for only 25.4% of JLR’s total volume, it represents the bulk of the overall percentage gain for the business as a whole for 2016. This growth has been driven by new offerings in sectors of the market previously unrepresented by the brand and offer an encouraging picture not only for a nameplate that has consistently underperformed but also for JLR management’s policies. But once you begin to drill below the headline figures, some troubling questions arise. Continue reading “We Need to Talk About XE”
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”