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. ..." --
2010 Defender Puma 90 + BAS remap + Alive IC + Slickshift + Ashcroft ATB rear
2015 Range Rover Sport Supercharged V8 HSE Dynamic



Defender Puma Workshop Manual: https://bit.ly/2zZ1en9
Discovery 4 Workshop Manual: https://bit.ly/2zXrtKO
Range Rover/Sport L320/L322/L494 Workshop Manual: https://bit.ly/2zc58JQ

Very eloquent and probably spot-on! RRS HSE Dynamic SDV6 2014

Nemo mortalium omnibus horus sapit

You can tell where JLR is heading with the RRS by things like putting 23in wheels on it. Fine for dropping the kids at grammar school or heading out to the marina restaurant for lunch. Not so much for off-road. Similarly, they have dropped the dual range diff from the standard equipment on the HSE. It is becoming a soft-roader SUV. MY21.5 HSE 221KW D16
Gone:
F15 30D X5
E70 30D X5
E53 30D X5
Jeep Grande Cherokee v8

The reality is that the vast majority (99.99% ?) are never going to go further off road than a horse show grassy car park. A few will tow a horse trailer on said grassy field. The rest are used as expensive, not-that-capacious 4wd estate cars - if you want a load-lugging car, a proper estate such as the Skoda Superb Estate will carry more.

Mine is one of the few that is used off road and even I spend 99% of my time on tarmac. 2012 SDV6 - it's missing a couple of cylinders
2008 TDV8 - it was a labour of love and is much missed

It is true that most will not leave the bitumen, but I believe that for many there was some street-cred in having a genuine off-road capable vehicle. A point of differentiation. It set the RRS apart from the X5/7, Mercedes ML, Q7, etc. If it wasn’t for that, I, for one, would probably have bought a Cayenne.

That said, I spend most of the Aussie winter driving up & down the mountain to go skiing. The X5 was very good at getting through snowy roads. The RRS is better. MY21.5 HSE 221KW D16
Gone:
F15 30D X5
E70 30D X5
E53 30D X5
Jeep Grande Cherokee v8