Going to the Dogs: Land Rover Launches New Range of 'Premium Pet Packs'
The benign mental illness that is pet ownership leaves those affected by it perpetually concerned with the well-being of non-human animals. Creatures are fed, groomed, and spoken to in pleasant tones as frequently as possible to ensure their existence is as stress free and safe as possible. Knowing that pets cannot reside in your lap while you’re driving — no matter how much you’d like for them to — Land Rover figures they can still ride in the lap of luxury and is offering a series of dog-focused accessories.
This is a one-two punch from the brand, as it allows for Land Rover to sell marked-up items to dog owners (which account for roughly half its customers) while also including those lovable little scamps in their marketing materials. Subaru has been working the dog angle for some time now and it has resulted in some of the most viral car-ads of the 21st century while simultaneously helping to solidify its friendly persona.
Clearly aware of this, Land Rover created a one-minute advertisement featuring the products and encouraged viewers to share it. In the clip, two dogs arrive in the back of a Discovery and attempt to impress a third dog they’d both like to have sex with. Don’t worry, the only action they show are of the new products being used.
Those items are separated into three packages and available on the brand’s entire lineup, with availability starting in the United Kingdom on International Dog Appreciation Day (August 26th). Prices start at roughly $460 for a foldable pet carrier, spill-resistant water bowl, and load space rubber mat. However, the fancier packages include items like a portable dog shower, quilted load space liner, full-height luggage partition, and a doggie ramp. Those accessories will set you back $1,140.
“Land Rover is all about enjoying the great outdoors and that goes hand-in-hand with dog ownership for many customers,” said Finbar McFall, product marketing director for the company. “Our customers told us that the comfort of their dogs on car journeys is crucial. They are part of the family and we recognize that. Our new Pet Packs aim to allow dogs to travel in real comfort and make journeys simpler and more relaxing for dogs and at the same time protect the inside of owners’ vehicles.”
While customers could certainly buy these items on the aftermarket or make them at home, as it’s not terribly difficult to velcro a rimmed water dish to the floor of a car, we think Land Rover will still come out ahead on the deal. Shoppers loyal to the brand are likely to have a little extra cash lying around and pets will probably appreciate some of the niceties.
We doubt it’ll make dogs any more excited to go on a car ride, as the mere mention of a road trip sends most into a joyful panic. But it might make the middle section of the journey more enjoyable for them. Likewise, that luggage partition and padded cargo space could be handy for cats subjected to a longer drive. They probably won’t like being in the car any more than usual but it’ll at least give them some extra space in which to go mental as they protest being taken somewhere against their will.
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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I disagree about dogs residing in driver's laps. Just last week, I witnessed a 50 something year old woman driving a Caribbean Pearl Nissan Murano CrossCabriolet in stop and go traffic with a tiny dog on her lap. It was a bizarre scene between the oddball Murano and the tiny dog.
Devoted pet owners are easy targets for ridicule. Combine that with stereotypes of Land Rover clientele, and you've got a field day. I frankly don't care as long as they keep the peculiarities of it to themselves. What bothers me about pet ownership is not that more people are adoring them as children, but that owners of any stripe who let their dogs bark and defecate in the public sphere, making other people suffer the consequences of their choice. Pick it up when it craps. Shut it up when it barks. Sound waves leave your yard and so does the stench of their sh*t and the flies that are drawn to it. This stuff is not new and has been around long before the "fur baby" lunacy. The worst are often the neglectful owners who don't dote upon their animals.