As the name implies, Land Rovers are like yachts for the land: roomy, opulent and expensive to own. JD Power gave Land Rover a concerning 2 out of 5 in initial quality, so if their offerings trail the competition in dependability and build, why are sales surging?
“They’re luxurious and commanding. Just think: the royal family has one!” says Liz, a young pharmaceutical sales rep saving for a Discovery Sport. “They ooze heritage and prestige,” says Mark, who babies his prized Defender.
Clearly, Land Rover’s consumer base sees past their questionable dependability and highly values their prestige, comfort and smoothness.
– Eric Ochoa, guest contributor