Jaguar Land Rover lose a customer

For more than 30 years I have owned a Jaguar or Land Rover car, often buying a new replacement. This year when I planned to replace my Range Rover Evoque with a new one I found in negotiation with a local official dealer they could no longer supply one with the three main characteristics and the two extras I wanted. The last one I bought only managed one of the main characteristics I wanted and neither of the extras. No 4WD was available on the model in question, for example, yet that was a crucial part  of Land Rover’s heritage. So with regret I declined and bought a rival manufacturer’s product that met all five requirements with a top up price after trade in of just 35% of the Range Rover offer.

I had over the last two years filled in customer surveys as JLR told me as a long term regular customer my views mattered. I was sceptical as I usually filled in the complex computer  forms with a question or point that needed an answer but never got one.

This week after I had told them I had gone elsewhere and explained my reasons I received an unexpected package. After carefully checking it out for security reasons I opened it to find a very smart white presentation box. Inside was a an off white hard back with Range Rover in gold letters on the front. It turned out to be an elaborate glossy brochure for four different Range Rover cars with no explanation of why they had sent it and without engaging about selling me one. I turned to the Range Rover Evoque in the booklet.

The first page was an unflattering  picture of an Evoque parked against a wall with street art. It was called a “ Hoxton edition” with no explanation. The second page showed three cutaways, one of part of a wheel, one of a seat rest and one of a door sill. The text said “Creatively curated.Classic brick mansion blocks.Bold street art.Urban edge.The unrelenting heart  of london.These streets  are an ever revolving canvass. Hoxton .An open air art gallery with no sign”

The third page had a picture of a “ Hoxton edition” sign probably on the glove compartment and a photo of the steering wheel and central display of a left hand drive vehicle. The brief text said it had satin gold wheels,platinum exterior “ finishers” and an interactive driver display. The fourth and final page  showed a rear end unflattering view of the car. On the bottom of the end cover in tiny print was a legal disclaimer and some information about fuel consumption and paint colour if you could be bothered to find it.

Why waste money sending me that? Why send me a London oriented brochure when I live in the Thames Valley? Why a left hand drive brochure when the UK needs right hand drive? Why send florid prose about moods and a particular view of the East end of London? Why do their computer  systems fail to pick up customer feedback to their  surveys? Why do they ignore reports of offers made by dealers which were turned down? Why do they send me service reminders for a car I have sold which anyway had been serviced by a different garage?  Why put out a car brochure with no details of the specification, passenger and driver facilities and mention of prices? 

I would like JLR to succeed as a famous brand and an important UK car manufacturer. I find it bizarre they have made no Jaguars to sell for a year, and strange they do not want to keep some past good customers because they disapprove of our choices.