The car that cares

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

The mark of any organisation is how it reacts to a disaster, specifically 1 the...

The mark of any organisation is how it reacts to a disaster, specifically 1 the like of which we’ve under no circumstances noticed in advance of. And for JLR the message seems to be really very simple and really British: hold tranquil and have on.

Evidently, carrying on as standard isn’t achievable suitable now – manufacturing unit and office closures mean clever considering requires to be employed. And that’s just what Jaguar Land Rover is good at.

However allowing for us to appreciate and get fired up about autos is essential, specifically when advertising them is tough. What we do know is this: there will be a put up-disaster bounce as daily life begins acquiring back to some kind of normality. Showrooms will get busier individuals will want to obtain autos once again.

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The companies that realise this and carry on to feed the fervour that the entire world has for autos – even throughout the hardest of moments – will be the companies that are very best positioned to get gain in the prolonged operate. Going tranquil, specifically when we may possibly have a very little far more time to gas our enthusiasm or need for info about autos, is the worst point any motor vehicle corporation can do.

So hats off to Land Rover for discovering a way – with safe and sound sanitising and social distancing – to get us behind the wheel of the new Defender in the United kingdom this 7 days. They required us to convey to you what we imagine of what is the brand’s most crucial model for a generation.

They are certainly really confident about the new motor vehicle – and you can uncover out irrespective of whether that self esteem is justified by reading through our evaluation. I’ll give you 1 point to seem ahead to in advance of that, although. What’s amazed me most about the new Defender is how a great deal enjoyable it is.

Everyone’s definition of enjoyable is really different – not minimum in these kinds of a multi-faceted motor vehicle as the Defender. But it is the way that JLR’s clever considering has been employed, with a sense of ingenuity and a sense of humour, that’s amazed me most. It is not developed in Britain, but it is created and engineered in the United kingdom, and appears and feels really British. It is a great illustration of what this place does very best.

Click on in this article to study all about our 3-working day Land Rover Defender adventure in Namibia…