What JLR needs to do
JLR has a few problems, and this rebrand is only a part of the solution, the success of which is entirely contingent on other changes being made. What needs to happen is twofold. Quality and reliability absolutely have to be ramped up. Bolloré said that process was his priority in his time as CEO. The process is arguably ongoing, with warranty costs said to have been halved as far back as 2020 (the nine months up to December 2020), to the tune of over £300million. Gerry McGovern, JLR’s head of design, has said a massive reduction in complexity is going some way to helping efforts to boost reliability and quality. In a perfect world, the rebrand is a sign JLR is happy with progress on that front, given how much of a waste it’ll be if it’s haunted by those issues.
The second thing? A product shake-up which, if reports are to be believed, is very much coming. Order books for the electric versions of the new Range Rovers are shortly to open, there’s a family of Defenders in the planning and development stages and there’s a whole new generation of reimagined all-electric Discoverys, Velars, Evoques and Jaguars waiting in the wings. Let’s hope these cars, specifically from the former three ‘tent poles’, are distinctive enough to define what are now all but brands of their own, rather than model lines. We say again, Discovery is the big unknown here.
It also remains to be seen what you, the car-buying, car-loving public thinks of it all, because ultimately that’s what matters. Will you miss the Land Rover badge? Is it all for nothing if JLR products still aren’t screwed together properly? Does the fat need to be trimmed in some line-ups? If they succeed in reshuffling and massively improving quality, would you consider buying one?
UPDATE: JLR insists Land Rover lives on...
In response to the above question of whether you will miss the Land Rover badge, JLR insists it isn’t going anywhere, and has since issued this statement:
We want to reassure clients that Land Rover will remain the trust mark that underpins the world-leading capability offered across Range Rover, Defender and Discovery vehicles, building on 75 years of technological and engineering expertise.
As a House of Brands, Range Rover, Defender, Discovery and Jaguar, now step forward as individual marques, projecting their individual purpose, desirability, and personality. Under this approach, we will amplify the unique character of each of the brands, accelerating the delivery of our vision to be the Proud Creators of Modern Luxury.
We are not losing the Land Rover name; its spirit is – and will continue to be – a crucial part of our DNA.
Do you think the statement clarifies Land Rover's status going forward? Let us know your thoughts.