TO THE EDITOR:
What’s happening at Land Rover? I am a longtime employee of one of the original Land Rover dealers in the U.S. It is disheartening to watch the unnecessary impediment of the manufacturer into the pockets and hearts of dealerships.
I believe the U.S. dealers are most responsible for the global branding of Land Rover.
Dealers are now being required to do what is being dubbed a “refresh.” This will replace a very unique “lodge” look in favor of the now popular glass and steel look. Say goodbye to their Marque of Distinction. The number of people who comment on the different feel of an LR store as compared to other dealerships is remarkable — a daily occurrence in our store.
I won’t deny we need a refresh, but spring cleaning is one thing. You don’t tear down your house to the foundation and rebuild when you need new carpet. I was told by our GM that in regard to engineering, it would be more cost-effective to tear down the building and rebuild.
Which brings me to the whole sustainability aspect touted by the environmentally friendly Land Rover tag lines.
There is nothing justifiable in the Land Rover Way to tear down a store in favor of what is currently popular. Where is the concern for the environment in that?
Staggering costs in building and loss of business due to inconvenience aside, why try to rebrand something that currently is very recognizable worldwide?
TERESA JAHRSDOERFER, West Palm Beach, Fla. The writer has been finance/business manager for a Land Rover dealership since 2009.