Matt Prior
TESTER’S NOTES
JLR would be unwise to leave Land Rover heritage in the dirt
They call it a “house of brands”, in which Land Rover seems to be an undervalued resident. Jaguar Land Rover’s ‘JLR’ reshuffle now comprises the brands Jaguar, Range Rover, Defender and Discovery, with Land Rover existing as a ‘trust mark’ on the latter three.
It’s a decision that’s deferential to JLR’s recent fascination with luxury – and one that somebody sensible will one day reverse.
Can you imagine a similar company – say one established only a few years prior to Land Rover and with an even more famous 4x4 model line – reducing the noise about its parent marque? A Wrangler sold without being labelled a Jeep?