#LandRover

“But in some cases, the traditionalists are going to
maybe pine over the squarer shape of the previous four iterations.”
– Jaguar Land Rover Australia Managing Director, Matthew Wiesner

The Land Rover Discovery, known for a time in North America as the LR3 and then LR4 whilst alphanumeric nomenclature was deemed necessary if one was to steal market share from the Lexus GX460, is a box.

Or rather, it was a box. For nearly three decades, through the Series I and Series II and then the LR3 and LR4 that ran for a dozen years or so, Land Rover’s sub-Range Rover was squared off. Hard lines. Rectangles. Right angles. No Bangles.

Land Rover has rediscovered the Discovery name in North America, but the brand did not manage to rediscover the Discovery’s styling themes. And on the other side of the world from Land Rover’s Coventry HQ, Australia’s Jaguar Land Rover boss is vocalizing a major concern.

“The new shape is certainly going to test some of the traditional owners of Discovery,” Matthew Wiesner told CarAdvice.

Jaguar’s U.S. volume more than doubled in 2016, rising to a 12-year high thanks to the launch of an all-new entry-level sedan and the brand’s first-ever SUV.

The XE and F-Pace, which now account for nearly three-quarters of Jaguar’s U.S. volume, have taken the brand to a high-volume place (relatively speaking) Jaguar hasn’t visited since the X-Type roamed dealer forecourts.

One year ago, those models didn’t exist, and Jaguar was selling fewer than 50 cars per day in America.

Now Jaguar’s on fire. Year-over-year growth is explosive, with Jaguar’s U.S. volume more than doubling in each of the last ten months and more than tripling in each of 2016’s final three months.

That level of growth can’t be sustained. Jaguar Land Rover North America’s CEO Joachim Eberhardt told Wards Auto, “We have to continue to grow, but we are not looking to grow at the pace we have been.”

All that growth “still does not make us a giant luxury brand,” Eberhardt says. “It makes us a bigger luxury brand that now has scale but is still special and exclusive.”

There’s the key word. Exclusive. “I think that is part of our appeal and something to focus on maintaining,” claims Eberhardt.

What a revolutionary approach for a premium auto brand.

Jaguar Land Rover unleashed a volley of trademarks over past month, offering a glimpse of some of the names it might use on upcoming models. However, JLR took something of shock-and-awe approach while filing, so it would be unlikely to see all of these affixed to the side of a new model.

One of the more standout monikers is XJS, Jaguar’s former luxury grand tourer. Absent for two decades, Jag could commit sacrilege and bring it back as something other than a large two-door without much blowback from the general public. Those who remember the original would no doubt be appalled. The company also trademarked Westminster, which likely denotes a particular blue paint Jaguar was fond of during nineties and not a specific model. JLR also slipped in a filing for Freestyle —sharing a title with a crossover utility vehicle that sold incredibly well before Ford changed its name.

The Land Rover Discovery has, up until now, always been so veddy, veddy British. Since 1989, Land Rover mixed the Discovery’s bolt-upright styling with mountain goat off-road capability — not to mention a few features only people from the UK or its former colonies would understand.For 2017, the curry hook and other British quirks remain, but the purveyor of British SUVs has finally straightened the Disco’s teeth in search of wider appeal.

Eager to fill a price gap in its Range Rover lineup, Land Rover has come out with a new midsize offering — the Velar. Positioned between the smaller Evoque and larger Range Rover Sport, the Velar is a tasteful and subdued example of automotive opulence. While it’s best to reserve final judgement until after fully experiencing a model, the design both inside and out represents something fresh, possibly signalling a new direction for Land Rover styling.

I speculated last month that the Velar’s teaser images might not be representative of the actual car, due in part to its ultra-modern-looking center console. However, that concept car interior stuck around, resulting in an incredibly spartan and contemporary cabin. It’s almost entirely devoid of buttons, replaced by minimalist design more elegant and clean than even what Tesla has on offer. Land Rover refers to the interior as a “calm sanctuary” for the Velar’s occupants. The majority of the contact points for non-essential functions occupy hidden-until-lit touch areas that, according to JLR, can be endlessly customized.

Denver drivers love their luxury SUVs, and European luxury vehicles tend to depreciate in a hurry. This means plenty of Land Rovers show up in the area’s big self-service wrecking yards. While this is good news for the several Coloradans who might be interested in finding a Rover V8 to drop into a homegrown MGB-GT V8, I don’t pay much attention to these trucks. IHC Scouts, sure, and maybe the occasional Jeep Cherokee get into this series, but I have walked right by hundreds of discarded British status-boxes and not paid much attention.

A Range Rover with 266,666 miles on the clock, though, is another story.

Call it a case of thinking out loud, or perhaps the spark that could propel a company in a new and potentially disastrous direction.

Either way, Land Rover and Range Rover’s design chief, Gerry McGovern, is pretty open-minded about a future where a British automaker famous for making utility vehicles — and only utility vehicles — spawns a car-like model or two. And by open-minded, we mean in a first-year university kind of way.

Land Rover has confirmed Velar as the name of Range Rover’s new luxury crossover, positioned to rival Porsche’s Macan.

While Velar sounds hand-picked to hang in the air and mimic the vowel placement of the Macan, Land Rover has used it before. According to the company, the name is derived from the original Range Rover prototypes from 1969, dubbed Velar as a way to disguise or veil them. Although why any vehicle before the Defender would need a secret working title is rather baffling when the company called almost every product it made before 1983 either “Range Rover” or “Land Rover” — sometimes tacking on a generational identifier, like “Series III.”

Still, any tieback you can make to your heritage is a win when it comes to marketing. Velar also fits Range Rover’s premium image and borderline sensual naming strategy that started with the Evoque. These are names that would work just as well being whispered by a model in a perfume advertisement; they just so happen to also be the names of two British sport utility vehicles.

New advancements at Jaguar keep on coming. In addition to the new Ingenium engine we reported on earlier today, Jaguar has also announced an in-car payment system for use exclusively at Shell stations.

Gassing up will soon be such a breeze for Jag owners, they’ll want to do it all the time. Shell no doubt encourages this behavior.

Last year, we reported on how British chemical company Ineos had approached Land Rover, asking for permission to build a copy of its now-deceased Defender. Land Rover responded unequivocally, stating, “There is no way this is happening.”

Hold on, not so fast there.

Maybe it’s not reliable, or sucks down fuel like it’s going out of style. Maybe it’s prone to tipping over, catching fire, or having spiders live in it. Or perhaps parts availability is such that the mere thought of owning and driving the thing causes undue stress.

But you just can’t help yourself.

Today I ask: What lousy vehicle do you covet despite the ways it would inevitably ruin your life?

True story: Many, many years ago I briefly dated a young woman who, at the age of 16, was the subject of a custody battle between her hard-luck mother and her suburban aunt. You’d expect this to go the way of the aunt, and you’d be right. But what you would not expect is that the aunt was married to a fellow who, some 15 years earlier, had been L. Ron Hubbard’s personal bodyguard. He was deeply involved in the “Sea Org” and a bunch of other Scientology-related stuff. He also claimed to have been a Green Beret and a decorated Vietnam veteran. (More information on the dude here, if you’re interested.)Scientology in general, and my girlfriend’s foster dad in particular, was notorious for “fair-gaming” its lapsed members and anybody else who gets in the way of the organization. “Fair Game” is an L. Ron Hubbard phrase that means, basically, no action that can be taken by church members against the person in question is off-limits. It’s okay to attack them, kidnap them, have their home “SWATted”, destroy their careers or their credit rating. Being “fair gamed” by the Church of Scientology is very far from a picnic. The Church now disavows “fair gaming”. (More info here.)The Ford Motor Company, on the other hand, doesn’t seem too reluctant to “fair game” a few of its lapsed members, as you’ll see.

Land Rover sells the company’s flagship luxury SUV with three different powertrains in the United States. In two states of tune, with 340 horsepower or 380 and at $85,945 and $92,945, there’s the 3.0-liter supercharged V6. Priced in between, the $87,945 Range Rover is a 3.0-liter diesel V6.

At the top of the heap sits the supercharged 5.0-liter V8-powered Range Rover, which stretches from $104,190 onward and upward.

You can likely guess which one is most popular.

The regulator-friendly replacement for the recently departed Land Rover Defender is on the way, and has already begun on-road testing, the automaker’s CEO confirms.

Speaking to Britain’s Autocar, Jaguar Land Rover boss Ralf Speth says the new Defender adopts the lightweight aluminum architecture of the fifth-generation Land Rover Discovery.

The platform and design upgrade is good news for those hoping to see the model return to North America.

Land Rover pulled the wraps off the next-generation Discovery today at the Paris Auto Show, revealing a host of changes to the brand’s storied nameplate.

Not wanting anyone to mistake it for another SUV, the automaker kept some exterior styling cues from the outgoing LR4, but moved the overall shape in the direction of the Discovery Sport. However, the biggest changes hide beneath the Disco’s skin.