NEW RANGE ROVER WILL DEFINE JLR’S FUTURE

THERE’S AN eye-watering figure doing the rounds: Jaguar Land Rover received £68,000 per car sold in the final quarter of 2021. This followed an extreme focus on producing Range Rover-badged cars – and particularly the Range Rover, as its most expensive, and profitable, model. Even then, the firm was loss-making.

It’s safe to say, then, that for the future of JLR, there’s more pressure on the new Range Rover to succeed than ever before. This week’s cover star is so crucial for Britain’s most important car maker that it could even be life-saving.

The Range Rover has long been an unchallenged trailblazer, years before the likes of the Cayenne and GLS came onto the scene. To succeed, it must usurp those cars and set the bar for a new generation of Range Rover models. Good enough for now, but also for 2024 when an electric variant arrives.

Have they gone far enough? From Matt Prior’s first drive on p4, the signs are positive: the Range Rover has picked up where the outgoing model left off and taken things still further. It remains the very best at what it does.

The short-term prospects look good. Now JLR must nail the next challenge: to use the profits the model generates to develop even better electric ones that lead the way long into the future.