For a while it’s been hard to shake off the feeling that if there’s a banana skin, JLR will step on it. From the chip crisis to the recent revelations about its renaming strategy, it has snatched defeat from the jaws of victory. On the chip crisis, it banked losses while rivals drove record profits. On the renaming strategy, the headlines were all about the perceived loss of the Land Rover name when they should have been about Jaguar’s rebirth.
