Skip advert
Advertisement

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

Editor-in-chief Steve Fowler praises Jaguar Land Rover on both its ability to handle a crisis

The mark of any organisation is how it reacts to a crisis, especially one the like of which we’ve never seen before. And for JLR the message seems to be very simple and very British: keep calm and carry on.

Clearly, carrying on as usual isn’t possible right now – factory and office closures mean clever thinking needs to be employed. And that’s exactly what Jaguar Land Rover is good at.

Still allowing us to enjoy and get excited about cars is crucial, especially when selling them is tough. What we do know is this: there will be a post-crisis bounce as life starts getting back to some sort of normality. Showrooms will get busier; people will want to buy cars again.

Advertisement - Article continues below

The companies that realise this and continue to feed the fervour that the world has for cars – even during the toughest of times – will be the companies that are best positioned to take advantage in the long run. Going quiet, especially when we might have a little more time to fuel our enthusiasm or desire for information about cars, is the worst thing any car company can do.

So hats off to Land Rover for finding a way – with safe sanitising and social distancing – to get us behind the wheel of the new Defender in the UK this week. They wanted us to tell you what we think of what is the brand’s most important model for a generation.

They’re obviously very confident about the new car – and you can find out whether that confidence is justified by reading our review. I’ll give you one thing to look forward to before that, though. What’s impressed me most about the new Defender is how much fun it is.

Everyone’s definition of fun is very different – not least in such a multi-faceted car as the Defender. But it’s the way that JLR’s clever thinking has been employed, with a sense of ingenuity and a sense of humour, that’s impressed me most. It’s not built in Britain, but it’s designed and engineered in the UK, and looks and feels very British. It’s a fine example of what this country does best.

Click here to read all about our three-day Land Rover Defender adventure in Namibia...

Skip advert
Advertisement

Steve Fowler has previously edited Auto Express, Carbuyer, DrivingElectric, What Car?, Autocar and What Hi-Fi? and has been writing about cars for the best part of 30 years. 

Find a car with the experts

Skip advert
Advertisement

Recommended

No matter who wins the election, we’ll keep pushing to get motorists the best deal
Opinion - election 2024

No matter who wins the election, we’ll keep pushing to get motorists the best deal

After the transport secretaries pitch for votes in our leaders’ debate, editor Paul Barker wonders what it could all mean for the motorist
News
27 Jun 2024
Raise a glass in memory of Nick Rielly, a Vauxhall and automotive industry legend
Nick Reilly standing next to an Opel Ampera

Raise a glass in memory of Nick Rielly, a Vauxhall and automotive industry legend

Editor Paul Barker remembers Nick Rielly, a giant figure of the British and International car industry who sadly died on Friday
Opinion
11 Jun 2024

Most Popular

Ford Fiesta set to return? Icon could be reborn with a little help from Volkswagen
Ford Fiesta exclusive image

Ford Fiesta set to return? Icon could be reborn with a little help from Volkswagen

The Ford Fiesta could be coming back from the dead, and our exclusive image previews how it might look
News
2 May 2025
New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k
Kia PV5 Passenger - show front

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k

New entry into the electric people carrier market undercuts the VW ID. Buzz by a significant margin
News
29 Apr 2025
New 2025 Kia PV5 van starts from a tempting £22,645
Kia PV5 Cargo on display at Commercial Vehicle Show - front 3/4

New 2025 Kia PV5 van starts from a tempting £22,645

All-new entry into the van market promises competitive pricing and comes with a range of up to 247 miles
News
30 Apr 2025