When I’ll Stop Laughing at Land Rover

Land Rover DC100 Concept Sport

Land Rover has had a troubled history as a company. The original 1948 firm got sold to British Leyland in the ‘60s (maybe the worst British car group ever), then British Aerospace, then BMW, then Ford, now Tata Motors.

None of these corporate shifts appear to have done it any good. Tata merged Land Rover with Jaguar (JLR), and the company has dropped 30 percent in market value over the last six months.

The Economic Times (of India) says the company needs to develop synergies between its two brands or, perhaps, split them apart. JLR says it plans to double its sales in India this year. Who are you going to believe here?

What JLR really needs is to determine, finally, its identity in today’s marketplace. Is it going to make fashion-statement cars, like the Evoque or the DC100 Concept Sport (above, shown in Frankfurt)? Or will it return to its roots as the world’s best off-road vehicle?

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