I think that this is intended for JLR Investors, but it does give a clue to the hopes and dreams of the new JLR Chairman.
(watch the video on this site)
https://www.jaguarlandrover.com/reimagine

It looks like Land Rover are heading well north of my personal possible realistic 'Car Budget'.

Although he does suggest that we may move on to a 'Subscription Based' (Rental?) method of running cars.
I take it that this would be an 'all in' rental with the drivers only responsibility would be to jump in and drive, all maintenance, insurance, and other costs would be covered by the manufacturer and/or rental company.

At least that way I may be able to afford to drive a Land Rover every other Tuesday. FL2 XS SD4 Auto 2010 2012-2017 (21k - 91k miles) (MY2011)
FL2 Metropolis SD4 Auto 2014 2017- (16k - 77k+ miles) (MY2015)
Metro in its 11th Year of (Extended) LR Warranty / Full LR Service History
(Expensive, but Trouble/Worry free - hopefully?)

The LR all-in rental/subscription scheme is apparently called Pivotal (who makes these things up?!). Info is at https://www.landrover.co.uk/offers-and-fin...ption.html. So while you could get a new Defender 90 on the scheme for £1250 a month, you wouldn't be allowed to take it off-road!  2005 D3 2.7 Auto
Previously:
2010 MY FL2 TD4e GS - Now gone at 199,500 miles, about 135,000 of them mine.
‘93 Defender 110 200TDi CSW
‘87 Defender 90 4 cyl Petrol
‘83 110 CSW V8 - best ever!
Range Rover 2-door V8 (not sure of year - 4-speed box and vacuum diff switch)
Series III SWB Diesel

Just shows that LR have no interest whatsoever in the ordinary motorist any longer. There is no "entry level" product, everything is geared towards the upper echelon starting at £850 a month 😆.
Do they not realise or care that a small basic 4x4 for sensible money would fly out of the showroom? My dad a long time landrover fan and owner has gone to Skoda Yeti 4x4s for his last two cars, he's just placed an order for a new, fairly high specced Skoda Karoq 2.0 TDI auto 4x4, around the £33k mark. What could landrover have offered him? Nothing. Landrover - turning owners into mechanics since 1948

2014 Orkney grey Freelander SD4 GS.
2004 Zambezi silver Discovery 2 Td5 (Gone)
1963 Surf blue Morris Mini Minor Super de Luxe (my little toy)

Traditionally Jaguar was never interested in Joe public, they were always seen as a luxury and expensive brand, the X-Type was a nice car but not really aimed at traditional jaguar owners - a case of Jaguar losing its way?

Range Rover again was never aimed at working class owners, a capable limousine of its age, so where does the Ewok fit into this image? the wife of the owner of a FFRR maybe? again not an affordable proposition for the average car driver. So maybe the lower spec Ewoks will get dropped (they are abysmal cars and a nasty place to be) in favor of high class shopping trolleys.

Land Rover on the other hand was aimed at farmers, builders, tree surgeons - working vehicles, The Disco 5 proved that they had dropped that idea, the new Defender is probably more in the spirit of the original Disco, a 4x4 aimed at the SUV market, certainly not a working tool that you would want to send into a quarry day after day.

So where does that lead the DS? with the Ewok the other car that is selling well and possibly propping up the business, easy continue to sell as many as possible for as much as possible while diverting the profits to fund development of the new milk floats that are coming up, and when the time is right pull the plug - they are not the perceived luxury cars that JLR want to be seen to be associated with.

Couple of problems
JLR are not a mass producer on the scale of Nissan or VW, they cannot buy in the bulk of these manufacturers and cannot have the economies of scale, so will always be more expensive.
In that case sell on quality, innovation, and desirability.
Good luck with the quality, especially if you are going even more complicated.
Innovation seems to be the thrust of the lecture.
Desirability ..... well you can't sell it as a British vehicle, Defender and Disco5 are made in Europe, and the ones sold in China are made there. Maybe there is more to be desired than "British Engineering", but I fail to see it.

Lets be honest JLR manufacture cars, they are only interested in new car sales, and what percentage of us here have actually bought a brand new LR.. As proved by the Defender mess JLR do not care about 2nd owners, the dealerships do but their hands are tied.

Did anyone spot that 1 in 4 JLR designers are software designers (spread across UK, Ireland and China) with all the fuss about Chinese government interference with phone software it would make me more than a little cautious. Tangiers Orange - gone, missing her
Replaced by Ewok what a mistake - now a happy Disco Sport owner

This is an interesting take on what farmers want.

https://www.fwi.co.uk/farm-life/flindt-on-...wn-to-size 3 x FL1 2 manual + 1 auto
5 x FL2 4 manual + 1 auto
Now Discovery Sport P250 MHEV SE

14 years ago now, but the runout FL1 models were selling for £12-16k

If there was something in the green oval range that was "around" that price, I'd have 2 as our courtesy cars, and a third for the wife

An entry level 2wd Evoque/DS is now £30k

At launch in 2006 the FL2 "S" TD4 was £20,935
Inflation over the last 15 years this would equate to around £30k - so base model DS is keeping pace with inflation.

Problem is stuff like the Hyundia have come along with increased specifications but not had price increases in keeping with inflation making the DS look poor value for money.

If you wait until the DS replacement is available, then LR may want to shift existing stocks of the DS, fully loaded at keen prices. I did the same in 2000 when I bought my new FL1, the BMW engined version was just about to be launched so they were trying to dump the old model. Turned out to be a mistake, the newer version didn't eat gearboxes, IRDs, differentials, propshaft bearings, and tyres like the old version did, and it was more powerful and used less fuel. Tangiers Orange - gone, missing her
Replaced by Ewok what a mistake - now a happy Disco Sport owner

Hyundai SF is now only available as a hybrid and starts at £41500 not that cheap  my PC is slightly to the right of Genghis
2012 HSE SD4 In Orkney Grey now gone, best car ever.

Bobupndown wrote:

Just shows that LR have no interest whatsoever in the ordinary motorist any longer. There is no "entry level" product, everything is geared towards the upper echelon starting at £850 a month 😆.
Do they not realise or care that a small basic 4x4 for sensible money would fly out of the showroom?

dorsetfreelander wrote:

This is an interesting take on what farmers want.

https://www.fwi.co.uk/farm-life/flindt-on-...wn-to-size