Range Rover CEO Adrian Mardell has called for action to combat vehicle theft and improve the reputation of the luxury vehicle brand. Range Rovers have long been plagued by a reputation for being easy to steal, which not only deters potential buyers but also leads to higher insurance costs and lower resale value.
Speaking to investors, Mardell urged the UK government to take stronger measures to clamp down on organized vehicle theft. He revealed that his company is partially funding police operations at ports where criminal gangs export stolen vehicles. Mardell emphasized the importance of stopping the stolen cars from leaving the country, as it would restrict the ability of these gangs to continue their criminal activities.
Mardell also called for a national conversation in the UK about vehicle theft and ways to prevent it. He suggested that the government should prioritize funding for police operations at ports instead of implementing expected tax cuts, especially in light of the cost-of-living crisis. Mardell believes that tackling vehicle theft is crucial for society as a whole.
One of the key methods used by criminals to steal Range Rovers is known as a “relay attack.” By intercepting the signal between the vehicle and its key, thieves are able to unlock the door and drive off. However, Range Rover has been working on improving the security of its vehicles by updating older models with enhanced software to prevent such attacks. As a result, the number of Range Rover Sport models stolen decreased by 29% last year compared to 2022, according to government data cited by WhatCar? This improvement in security has led to a drop in thefts and demonstrates that newer Range Rover models have a low level of theft.
Despite these efforts, Range Rover still struggles with its reputation for being an easy target for thieves. The brand’s well-publicized security issues have resulted in higher insurance prices for Range Rover owners, prompting the company to offer its own insurance. However, there is some positive news for Jaguar Land Rover (JLR), as the company reported a strong fourth quarter with pre-tax profits nearly three times higher than the previous year.
In conclusion, Range Rover CEO Adrian Mardell is calling for action to combat vehicle theft and improve the brand’s reputation. While efforts have been made to enhance the security of Range Rovers, the public perception and insurance costs remain a challenge. Mardell believes that the UK government should prioritize funding for police operations at ports to prevent stolen vehicles from leaving the country. By addressing this issue, Range Rover can regain its standing in the luxury vehicle market and provide peace of mind to potential buyers.
