Just the other day, as I was following a Land Rover Discovery II in traffic, something profound dawned on me. Land Rover has some genuinely excellent tire cover art. Now I realize that this may be a niche subject simply because the vast populous either doesn’t pay attention to tire covers or that there are only 14 working Discovery IIs left in existence. However, I was still curious as to why Land Rovers always seem to have these wonderfully artistic tire covers. To do so, we need to take a brief look back at Land Rover’s history in the United States.
When Land Rover re-introduced itself to the U.S. market in 1987, they were attempting to market themselves as the luxury alternative to regular 4x4s. While some of this was manifested in their cars’ haphazardly affixed wood and leather accouterments, Land Rover dedicated most of their energy to selling the lifestyle associated with their product. Primarily through the process of purchasing a Land Rover. Let me explain. Instead of dealerships with regular boring showrooms, Land Rover had centers, all of which were designed and decorated to look like hunting lodges and Evoque (see what I did there) a sense of adventure. When you came into a Land Rover center, you weren’t approached by a salesman, but rather a guide who was, and I’m completely serious here, dressed to look like an explorer.
While this all seems ridiculous, Land Rover was way ahead of their time. By marketing a lifestyle rather than just the attributes of their vehicles, they pioneered a marketing framework way ahead of its time that many manufacturers continue to copy today. One aspect of the process that was unique to Land Rover was their tire covers. When you would purchase a new Discovery, Defender, or Freelander, they would throw in a spare tire cover. But not just any tire cover, a Land Rover tire cover.
Not only are these covers just cool, but they also have what I believe to be some of the most fabulous art ever to grace the back of any SUV. Most were themed with various animals from the Serengeti and some dealers had custom ones done in the same style exclusive to that dealer (Because nothing represents Thousand Oaks, CA quite like a Moose). Best of all, when you took delivery of your car, you were given a choice to pick whichever design your heart desired. If you wanted a Rhino on the back of your Freelander convertible, no one was stopping you (and let’s be honest, they really should have stopped you from buying a Freelander convertible in the first place). I wish I could credit whoever the artist was who designed these, as the graphics are truly stunning and the themes perfectly fit the adventurous brand perception that Land Rover was going for. They are truly works of art.
Sadly, Land Rover can no longer do this since nothing in their current product line offers a rear-mounted spare tire. However, with the new Defender on the way, I see an excellent opportunity for Land Rover to revive this practice, and I hope that they do. In the meantime, I encourage those who still have these gems to enjoy and appreciate the artwork affixed to the back of your car. I can’t think of anything better to revel in while waiting for the inevitable flatbed from AAA.