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Reflecting on the new Ford Bronco, the marketing push of "back to the wild side" and a previous discussion of LR Defender development highlights the disconnect at JLR: Appears LR's Rob Atkins - chief engineer, vehicle engineering captured the love/hate relationship with LR, that LR does live in...

Not surprised.

I'll say this again. Land Rover's critical error was Gerry McGovern's rejection of the aftermarket industry that turns a platform into a hobby and drives sales. While I get that some aftermarket companies investing in the Defender, the Bronco strategy goes far beyond Land Rover and will...

Defender has higher payload but Ford checked a lot of boxes for a majority of the market. Volume wise this won't even be close, a Bronco win.

^This I said sometime in the past that the new Luxury Defender is the LR5. Andrew agreed. It's OK that LR evolved the LR4.

FYI .................. Jaguar Land Rover's shortlist of executives to succeed CEO Ralf Speth includes ex-BMW development chief Klaus Froehlich and former Audi CEO Bram Schot, the Financial Times reported. The announcement could come as early as this week...

Ineos Grenadier set to adopt hydrogen

The new Luxury Defender / LR5 won't be enough to save JLR. Defender sales were already 'disappointing' (highly impacted by covid) but also now having to compete with Bronco and Grenadier. As several articles have highlighted $8B in debt, stagnant to declining sales, comatose Jaguar and a parent...

Given that the Grenadier is sourcing subsystems from major providers, don't be surprised to see the next partnership announcement to be Blackberry and the QNX virtual platform that is already used by BMW and Land Rover. Automotive support is moving to the remote/cloud IT management model with...

https://www.caranddriver.com/news/a33013259/ineos-grenadier-suv-revealed/ Poll of which would you buy at end of article. Grenadier or LR Defender?

Last years of the Defender did see low volumes but that was a self-fullfilling outcome of zero investment for decades. A very poor datapoint for future investment.

It still comes down to function over form which drives sales as aftermarket adopts the platform. Ineos has a clean sheet. LR has baggage that they need to shed through model cuts and a desperate need for a partnership/financing of debt.

Grenadier is about function over form. McGovern is about form over function.

Grenadier doesn't exist in the design language of a furniture designer. It is that simple. McGovern is arrogant and can't see anyone changing his language, especially the aftermarket. God forbid the past influence the future. Your tell was the Evoque as a fashion statement and the DC100.

Grenadier's "open-source" perspective vs Land Rover's closed-source/in-house only IS an important consideration for vehicle selection. Not bashing, perspectives taken from the statements from each manufacturer.

"......Ineos will design factory-fit options and aftermarket kit for the Grenadier but isn’t shy about making it ‘open-source’ so other equipment makers can produce add-ons to suit. “Every owner’s use for their vehicle will be different,” said Heilmann, “and we’re very happy with that.”....."...

Now THAT's a Defender ............... Interesting double / split vertical rear doors

The Evoque is a volume leader. The D5 is struggling. The Sport is a Subaru with decent volume. Never see Velars. JLR partners to live and rationalizes platforms.

Ditch the Velar, D5, and several Jaguar models, keep the XJ, reposition the Defender as the LR5, acquire Ineos Grenadier and position as the new Defender and move power train investment to fuel cell EV as Ineos is a leading source of hydrogen technology/product and plans on using BMW engines...

Per Forbes: "....Industry experts reckon the Land Rover arm of Jaguar Land Rover (JLR) could use some rationalization as it fights its way out of a self-imposed diesel-dead end......." I don't see how Velar fits the LR image while D5 volumes are below what is needed. Jaguar may be the anchor...