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

The mark of any organisation is how it reacts to a disaster, primarily a single…

The mark of any organisation is how it reacts to a disaster, primarily a single the like of which we’ve by no means observed before. And for JLR the information looks to be pretty very simple and pretty British: continue to keep tranquil and have on.

Evidently, carrying on as regular isn’t doable proper now – factory and office closures necessarily mean intelligent considering requirements to be employed. And that’s just what Jaguar Land Rover is superior at.

Continue to letting us to take pleasure in and get excited about cars is essential, primarily when marketing them is challenging. What we do know is this: there will be a submit-disaster bounce as lifetime starts off having back to some sort of normality. Showrooms will get busier persons will want to buy cars all over again.

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The companies that realise this and continue on to feed the fervour that the earth has for cars – even for the duration of the hardest of occasions – will be the companies that are ideal positioned to just take gain in the extensive run. Likely peaceful, primarily when we may well have a very little much more time to gasoline our enthusiasm or motivation for facts about cars, is the worst issue any car corporation can do.

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

They’re certainly pretty confident about the new car – and you can locate out irrespective of whether that self esteem is justified by reading through our critique. I’ll give you a single issue to glance forward to before that, however. What is impressed me most about the new Defender is how considerably entertaining it is.

Everyone’s definition of entertaining is pretty distinctive – not least in these a multi-faceted car as the Defender. But it’s the way that JLR’s intelligent considering has been employed, with a perception of ingenuity and a perception of humour, that’s impressed me most. It is not crafted in Britain, but it’s intended and engineered in the United kingdom, and seems and feels pretty British. It is a wonderful case in point of what this country does ideal.

Simply click listed here to read through all about our three-day Land Rover Defender journey in Namibia…