I thought the days of British car-makers dragging defeat from the jaws of victory were long gone in the modern era of more professional management. But Land Rover’s absence from the Cobo Hall on the day the Evoque scooped the prestigious North American Truck of the Year must rank as one of the dumbest marketing decisions made by Brits for a long time.
Given the historical importance of the US market to JLR, and Land Rover in particular, the decision to turn its back on Detroit was a strange one in itself, regardless of whether a major gong was in the offing.