A Class Of Its Own

‘JLR’s very British approach: keep calm and carry on’

The mark of any organisation is how it reacts to a disaster, in particular one...

The mark of any organisation is how it reacts to a disaster, in particular one particular the like of which we have under no circumstances observed in advance of. And for JLR the message appears to be to be pretty simple and pretty British: retain tranquil and carry on.

Obviously, carrying on as standard is not doable right now – manufacturing unit and workplace closures necessarily mean clever imagining requirements to be used. And that’s exactly what Jaguar Land Rover is excellent at.

Continue to enabling us to enjoy and get fired up about cars and trucks is very important, in particular when marketing them is hard. What we do know is this: there will be a publish-disaster bounce as everyday living begins getting again to some type of normality. Showrooms will get busier people today will want to acquire cars and trucks all over again.

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The businesses that realise this and carry on to feed the fervour that the globe has for cars and trucks – even throughout the toughest of instances – will be the businesses that are finest positioned to get advantage in the prolonged operate. Going tranquil, in particular when we might have a very little additional time to gasoline our enthusiasm or wish for data about cars and trucks, is the worst issue any car corporation can do.

So hats off to Land Rover for finding a way – with risk-free sanitising and social distancing – to get us powering the wheel of the new Defender in the Uk this 7 days. They required us to tell you what we assume of what is the brand’s most crucial product for a technology.

They’re naturally pretty self-confident about the new car – and you can obtain out whether that confidence is justified by looking at our critique. I’ll give you one particular issue to glimpse forward to in advance of that, while. What is amazed me most about the new Defender is how much enjoyable it is.

Everyone’s definition of enjoyable is pretty distinctive – not least in these types of a multi-faceted car as the Defender. But it is the way that JLR’s clever imagining has been used, with a sense of ingenuity and a sense of humour, that’s amazed me most. It’s not constructed in Britain, but it is built and engineered in the Uk, and appears and feels pretty British. It’s a fantastic example of what this country does finest.

Simply click here to browse all about our 3-working day Land Rover Defender experience in Namibia…