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”
Of course, this is no obscurity to most of our American Readers (both North and South) but we in the UK do tend to imagine that we elevated the 4WD from the farm to the polo fields with the first Range Rover. Actually, the first Rangie was admirably austere and, if its social climbing you’re looking for, designer/showman Brooke Stevens’s 1946 Willys Jeep Station Wagon gave new life to the ubiquitous wartime military vehicle. Continue reading “Theme : Evolution – The Missing Links 5”
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”
It’s hard to explain this to people who view cars as polluting, selfish devices, that kill, maim and generally mess up lives. And it’s equally hard to explain it to people who see cars as pure, powerful pieces of engineering, that mainly offer them control and prestige. But the car is a flawed but hugely romantic device, and that has been its true enduring strength.
What defines a car? For some it’s outright speed, or acceleration. For some status. For some it’s sheer practicality, for others it’s individuality. For some it’s handling, steering feel, lightness of touch, whilst others want weight, bling and intimidation. There are so many criteria for what makes a good car and, if you are trying to explain why you like a car to someone else, it’s tricky. Watch their eyes glaze as you lasciviously trace the curve as the C pillar kinks round the inset vent to join the rear wing. See them shuffle with embarrassment as you present one fisherman’s yarn too many about lifting the front wheel in Tesco’s car park. Risk them questioning your manhood as you mime the ingenious folding mechanism of the rear seats in your MPV.