Land Rover is no more

Krabby said:

Apparently the trucks themselves will continue have the traditional elliptical Land Rover. The JLR stuff will become the official logo for corporate stuff but thankfully LR hasn’t totally abandoned its history.

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I agree that they now have a new corporate mark but they have thrown the baby out with the bathwater and we [old Defender buffs] will keep the history running but the culture was the baby...sad...I hope that the culture finds its way to Ineos through the Grenadier...happy days ahead soon I hope.

Max said:

...I hope that the culture finds its way to Ineos through the Grenadier...happy days ahead soon I hope.

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I couldn’t agree more. If this forum is the barometer though, the proper LR spirit is already part of things around here!

DCPU said:

Don't suppose you got a close up of the writing/symbols on this sticker?

View attachment 7812181

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I only saw now your request, because you didn't quote me but hijacked and photoshopped my picture
But yes, I had, I didn't have to dismount it a second time:


[EDITED]
and Google translate made this out of it:

Brilliant. Thanks.

Once you post photos, they become mine, all mine:

DCPU. Data Control Pictorial Unit

To celebrate the 75th birthday of Land Rover/Range Rover, the German car magazine auto motor sport has published a special edition. This book can be read from the front as well as from the back.
I discovered it today by chance in the supermarket. I am especially looking forward to the reports of the Series Land Rover and the old Range Rovers. Mine will probably be back from its spa stay soon. Since I had to do without it for the past 2 years, I am looking forward to it all the more. It seems that this special edition is also available in some European countries. Maybe also in your country.

ryket said:

"Because the name “Land Rover” conjures up images of Defenders, Series vehicles, farmers, Camel Trophy, rough 4×4, working class, winching through mud."

This isn't true for the US market, and if I had to guess: probably not for the Chinese market either. The US sees Land Rover as a lifestyle brand - kind of cool and sporty but upper-middle class and suburban.

I think this has more to do with differentiating the different models (Defender/Discovery/Range Rover) and keeping the branding as simple as possible. (I still think it's a mistake and will dilute the brand.)

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I’ll say it was true, and still is true for those that have been in the game and used their vehicles as intended. But the current market, as in attracting new buyers ? Big, fat, No!

Looking outdoor, - the New Defender is in the same gap as BMW X5, MB GLS but a bit more individual, or those who cannot afford an AMG G500 V8 .. from 200,000 Euro plus.
Forseeable. The company has to make money. The classic offroader did not bring enough funds and the purchasers Safari and Hunters or Farmers are not the people for a good marketing.
In 2014 Landrover sponsored some anti hunting lobbyists that are against trophy hunting in Africa.. causing even the sleepy German Hunters Association (DJV) to ask Landrover about this. W/O legal hunting in some areas financing deer wardens and anti poaching units is impossible. The sponsoring of Born Free Assoc has appearently being terminated. But a bad taste remains. Hunters were a big group of LR customers ever since.
I conclude the change of reputation and repositioning of JLR from utility off road to full lifestyle started already quite a while ago. Jaguar will sooner than later full electric only and Land Rover is now the luxury SUV in different flavours from rather a bit look like e-bike carrier - out door fun on weekends (New Defender) Horse-trailer towing (Discovery) and royal coach (Range Rover)
Sorry for being provocative - but thats what I noticed not just once. But those owners most certainly do not want scratches of thorns from blackberry thickets in the paint? or get the paint chipped, or dirt on the carpet.. nope. That is what I deal with every day out - and tomorrow I take the brushcutter out / and cut off the blackberries that go to far into the forest paths....
I do not hate JLR.. the vehicles are really stylish and well equipped and in particular lots of space. Not seen any vehicle that has so much space in the rear as my Disco Sport compared to vehicle total size. But JLR changed the group of customers they want to have. We will have to accept this.

rovie said:

To celebrate the 75th birthday of Land Rover/Range Rover, the German car magazine auto motor sport has published a special edition. This book can be read from the front as well as from the back.
I discovered it today by chance in the supermarket. I am especially looking forward to the reports of the Series Land Rover and the old Range Rovers. Mine will probably be back from its spa stay soon. Since I had to do without it for the past 2 years, I am looking forward to it all the more. It seems that this special edition is also available in some European countries. Maybe also in your country.

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These are old test articles from auto-motor-sport. Funny to read.

AWo

After talking to a few people here in the UK, I'm thinking of keeping my old Range Rover after all. Prices seem to be going way up and there are a lot more people interested than in Germany.
As I have written before, I love the real Land and Range Rovers. What JLR is now offering puts me off. But that's something everyone has to decide for themselves.

Like the two ladies I met outside a Waitrose yesterday. The younger one was sitting in the boot, presumably taking her mother's shopping and putting it in.
It was an SV and it had a very short number on the license plate.