Have Land Rover heralded a resurgence in ‘Cool Britannia’?

January 11th, 2016 Motoring News

Land Rover’s pursuit of glory shows no sign of slowing.

After we wrote recently about parent company Tata’s strong sales in China in November despite the unpredictable economic situation there, the brand is in the news again this week.

Land Rover’s performance

The Telegraph reports that Land Rover was the fastest growing car brand in the US in 2015: a proud accolade indeed.

Joe Eberhardt, CEO of Land Rover North America, has responded that this marks a return of ‘Cool Britannia’, the cultural phenomenon seen in the mid 90s when, apparently, us Brits became proud of and optimistic about our country once again.

Geri Halliwell, poster child of Cool Britannia

Geri Halliwell – poster child for Cool Britannia

Whether or not Land Rover’s strong sales signal a return to the glory days of the 90s remains to be seen, but it is definitely a positive and promising sign for the brand – especially amid the recent (and in some quarters, controversial) retirement of the Defender and relegation of the Freelander to Heritage status.

Land Rover’s 37% increase in sales last year – high above the industry’s growth of 5.2% – is evidence that they are moving from strength to strength.

The brand’s long association with the Beckhams – both celebrity powerhouses who surfaced in the 90s – is evidence that the Cool Britannia claim might not be so far fetched.

We look forward to seeing how both threads of this story develop.

Image credit: “Geri Halliwell in concert cropped” by Gerihalliwell.jpg: http://www.flickr.com/people/emutree/derivative work: Tabercil (talk) – Gerihalliwell.jpg. Licensed under CC BY 2.0 via Commons.