A British motoring journalist once described the Land Rover as “part of the royal family’s DNA.”

Corporate Collision

Land Rover, the 75-year-old British car company favored by the Queen—and, further down the food chain, one of AIR MAIL’s co-editors—is getting a rebrand. Now it sounds like a K-pop boy band

By Rachel Johnson

The hierarchy of the true countryman’s private passions goes like this: his acres, his dog, his horses, his Land Rover, his house and barns, and then his family and other animals.

Consider the outcry that greeted recent news from Jaguar Land Rover — owned by the Mumbai-based Tata since 2008 — that, having halted production in Solihull in 2016, after 68 years and two million vehicles (70 percent of which are still on the road, including ours at the family farm on Exmoor), it is now ditching the Land Rover name too.