Popular Post Naks Posted May 18 Popular Post Share Posted May 18 https://l2sfbc.com/is-this-why-jlr-are-dropping-land-rover "... Here’s a theory. I’d suggest that the Land Rover name, brand and image is in fact well known and that is exactly why JLR are dropping it. Why? Because the name “Land Rover” conjures up images of Defenders, Series vehicles, farmers, Camel Trophy, rough 4×4, working class, winching through mud. This is exactly what JLR is not about. They don’t want to be associated with such imagery. Instead, it seems to me they’re now for the affluent, socially mobile class who want an ‘adventure’ vehicle that’s also luxurious and is a bit different to the MD’s BMW or the CEO’s Mercedes. I don’t think JLR intend or want their vehicles to be seriously used offroad any more, but they need to retain some capability as a differentiator. True offroad owners are annoying; they know lots about the vehicle to irritate salespeople, they modify it, they complain about minor things that aren’t important to the company, they ask silly questions about how the 4×4 systems work, they use specialist mechanics, aftermarket companies start modifying the vehicles and people still expect warranty, the owners form clubs and ask for help, and enthusiasts start waving logos around at Places We Would Rather They Not, and generally behaving Off Brand. Much better to have a few C-level execs or high-flying managers driving your cars to the golf clubs, marinas and skifields , hassle-free, all relying on main dealer servicing. And then you won’t get scruffy, bearded types rabbiting on about Series vehicles, making the lycra-clad adventure-picnic set uncomfortable. ..." 5 Quote Link to comment Share on other sites More sharing options...
geoffbeaumont Posted May 18 Share Posted May 18 I'd say that's bang on target, yes. Quote Link to comment Share on other sites More sharing options...
steve b Posted May 18 Share Posted May 18 "behaving Off Brand" sort of sums up the lowering of the Land Rover profile into history. As Geoff says , bang on. Steve Quote Link to comment Share on other sites More sharing options...
Maverik Posted May 18 Share Posted May 18 This seems to be not really new in the automotive industry, all the big brands have done it - a few examples Subaru - Impreza WRX, they dropped the Impreza and made a model line WRX. Another one I noticed was Seat Cupra, they just made it Cupra. I dont think "Land Rover" is specific enough for the JLR brand these days, and partly to what you're saying, the customer base is very different to what the "Land Rover" original brand was associated with. They've updated there range of vehicles but the brand hasn't necessarily been updated at the same time I see it as them playing a bit of catch up. Quote Link to comment Share on other sites More sharing options...
Retroanaconda Posted May 18 Share Posted May 18 Except they’re not dropping Land Rover are they? 1 Quote Link to comment Share on other sites More sharing options...
Maverik Posted May 18 Share Posted May 18 27 minutes ago, Retroanaconda said: Except they’re not dropping Land Rover are they? Yes they are from the main branding. from what I read it will still be used but not as the "overreaching" brand which it is now. Quote Link to comment Share on other sites More sharing options...
Gazzar Posted May 18 Share Posted May 18 I rather hope they do. I'm not sure if what I drive has any common aspirations with what they sell. 1 Quote Link to comment Share on other sites More sharing options...
Snagger Posted May 18 Share Posted May 18 I think that summary is spot on, but as I said before, I’m glad to see the modern company distance itself from its heritage, lest it taint that legacy and the old brand reputation. I have no desire to be associated with the modern brand that is only interested in gauche footballers, drug dealers, arms merchants and leaders of organised crime. 1 1 Quote Link to comment Share on other sites More sharing options...
Happyoldgit Posted May 18 Share Posted May 18 The summary is probably correct but if a manufacturer can make more profit from a certain sector then that is the market they will pursue regardless. Quote Link to comment Share on other sites More sharing options...
Retroanaconda Posted May 18 Share Posted May 18 The cars are still going to be branded Land Rover and will have a Land Rover brand on them. It’s really a non-issue. It is impressive how the company is simultaneously accused of abandoning their heritage in favour of a different market, while also pillaging that same heritage to sell cars to those seeking ‘adventure’. Quote Link to comment Share on other sites More sharing options...
Peaklander Posted May 18 Share Posted May 18 Every company reviews its strategy. It has to, in order to survive. They constantly seek to maximise the return on their investment (an all encompassing term) and why wouldn't they? I'm sure that they have completed plenty of Strategic Reviews and backed them up with performance data, research, market investigations, 'engineering' developments and plenty of other input from all sources around them. Then they finally decide on the way ahead for that next period. They must have decided to do it this way because they think it is the best way to go, over the coming years. Quote Link to comment Share on other sites More sharing options...
smallfry Posted July 7 Share Posted July 7 I wonder if the recent event at Wimbledon will hasten their decision to distance themselves from the Land Rover marque ? Quote Link to comment Share on other sites More sharing options...
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