Land Rover to be absorbed or die

I couldn’t help noticing your caption for the main picture in the “Mixed blessings” article (MW June 8) referred to the Land Rover “Freeloader”. Is there something we should know?

On a serious note, Land Rover (even under BMW’s control) is too small to survive without the tutelage of a big player. It is essential to have access to technical resources and sufficient budgets if it is to keep pace with more frequent new model introductions and increasing marketing spends.

As the automotive industry rationalises to maybe 12 big groups worldwide, small players such as Land Rover face a Hobson’s choice: become absorbed or die. After all, Ford hasn’t made such a bad job of Jaguer and Aston Martin, although the jury may still be out on Volvo.

John Spinks

Group marketing manager

Graphicraft

Bedford

Apologies for the production slip. The caption should, of course, have read

“Freelander” – Ed.

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