The Heritage Brand Effect

Join me for a quick story…

I used to own an old Land Rover Discovery 2. Boy, was it sweet.

Yesterday, Max Joseph dropped by my house and took me for a ride in a dreamy white and red Disco I. It got me in my feels.

I immediately desired to own another Disco even though it was BY FAR the most disastrous vehicle I’ve ever owned. When I bought the Disco, it was a second 'fun' car. But, as things go, my reliable car broke down the week after I purchased the Disco, placing the 'fun' car in the daily driver position.

I was, at first, fine with this. Who doesn’t want a fun car for their daily driver!? BUT - trouble soon set in.

For one, the gas mileage was absolutely horrendous at 9 mpg (at best) with premium fuel.

Then there were the mechanical issues, which were seemingly never-ending. I told myself that was part of the fun of owning the vintage vehicle, but the costs were certainly not so fun.

Lastly, there was an issue with the key where it seemed I was the only one who could get it to turn (it’s giving Excalibur?). This came to a head one day when my brother and wife needed to drive the Rover, fully loaded with tons of equipment, for an event we were working on, and they simply couldn’t get 'er' to go. Yikes.

This prompts the burning question: Why the hell do I still have such a strong desire to own one of these glorious money pits?

Easy: It’s all about the experience.

From contributing to the legacy embodied by the brand to the unparalleled sensation of piloting these machines, nothing quite compares.

This experience is no accident; it's the deliberate result of the Land Rover brand strategy—from top-of-funnel advertising and identity down to the tangible product. The loyalty and aspiration cultivated become invaluable business assets, imparting a clear picture of the significance of a holistic brand experience.

Side note: I still think all car brands are missing an opportunity for an elevated brand experience-focused showroom/purchase point. Anyone in the industry interested in shaking things up in auto dealerships? 🚗