Since their acquisition in 2007 by Tata Motor, JLR management’s brand-stewardship has been, how shall we say this: uneven. Not so when it comes to brand-Range Rover however, for there is no conceivable question now about its elevated position, close to the pinnacle of the luxury vehicle ziggurat. Of course this is no rags to riches fable; in metaphorical terms, more a muddy pair of Wellingtons to Church’s hand-tooled Oxfords style transition, given the use to which the average L405 series is habitually put. But it is likely that Anno-2021, the RR is probably a more convincing luxury conveyance than anyone’s private-hire Sonderklasse.
These days, coachbuilding usually acts as a euphemism for customised luxury vehicles of exceedingly high monetary and bafflingly dubious aesthetic value. Usually, but not always.
Limited editions are all about chintzy brass plates and certificates printed onto vellum-look paper. While they may provide a draw to adolescent collectors of action figurines or collectible cards, to today’s class of the super rich, they’re a joke not even worth telling. Or at least one would think so.
In the car industry, a decade-long focus on offering increasingly high levels of customisation options in almost every class of automobile has resulted in a huge spread of personalisation. Just as the number of (non-SUV) body styles has decreased, the availability of customisation options has manifolded. This makes it increasingly more difficult for the luxury wheat to Continue reading “Precious Metal”