![]() ![]() ![]() The global shortages of semiconductors and other materials are currently affecting vehicle build specifications, option availability, and build timings. Important note on imagery & specifications. Based on how where Land Rover is now and where it (isn't) going, the brand will be nothing more than a nostalgic logo that no one sees around anymore.© 2023 Jaguar Land Rover North America, LLC The upscale SUV market has moved on from Land Rover, and it must catch up to everyone else before it can get ahead. Based on the fact that Land Rover currently only offers three models and hasn't figured out how to make an EV yet, a reinvigorated product line seems unlikely. The company's refusal to produce even one all-electric vehicle, whether it's due to stubbornness or simple laziness, is only making its product line look more obsolete. ![]() But while Land Rover has all the makings of another corporate success story, getting there would require company leadership to drastically expand the design budget. And, while its current models are the status symbols of a bygone decade, they are nevertheless competent examples of outdated upscale cars. Like Jeep, Land Rover has a military background that gives it a rugged and patriotic sheen. Land Rover could regain its strength in the world of lower-upper-middle-class family haulers. ![]() Whether one cares about performance, interior amenities, or simply how good the car looks when parked in front of the house, a Land Rover is no longer the top choice. Land Rover is outdone in every measurable way by both new companies and automakers that previously had devoted little (if any) attention to luxury SUVs. The Rivian R1S, in particular, looks like something Land Rover could have done. The many new electric car companies (it seems like another new one incorporates every week) have grabbed what space is left in the electric SUV market before Land Rover could bother to push out an EV. Companies like BMW, Mercedes-Benz, Audi, and Porsche have aggressively taken over the posh SUV market. But every other automaker in the business saw the change coming too. Indeed, today’s wildly profitable SUV market was practically handed to Land Rover. One might think that Land Rover would have an enduring place among upper-class family tanks. The 2022 Range Rover First Edition in Sunset Gold Satin parked on snow. Land Rovers quickly became one of the most ubiquitous high-status SUVs that one encountered in front of strip malls that have boutiques instead of discount outlets. Additionally, Land Rovers were British and therefore European, which imbued them with that “continental class.” On top of that, their all-American, road-hogging appearance helped Land Rovers avoid the jokes about unreliable and stodgy British cars. They were showy but not flashy, and big enough to fit all the kids. Land Rovers were rugged enough to allow people to pretend they might someday go mudding on the way home from work (even if almost no one ever did). For several lucrative years, no upscale strip mall was complete without several identical Range Rovers in the parking lot. Land Rover may not have invented the concept of SUV-as-conspicuous consumption, but the company was a dominant force in the world of genteel off-roaders for a long time before the current SUV boom. Land Rover was the perfect place to seize the upscale SUV market, and seize it Land Rover did. ![]()
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