Photo: Land Rover
Land Rover is a synonym for ruggedness ever since the brand was born in 1948. Just like that line in The Sound of Music, Land Rover makes the type of vehicles that “climb every mountain, ford every stream.” However, the British manufacturer doesn’t do only rugged off-road machines. We are living in an era where technology is king, so it was only natural for the automaker to get into the smartphone game.
If you rewind back to 2009, you’ll remember that Sir Ranulph Fiennes acted as the brand ambassador for the first-ever IP-67 mobile phone in the world, a phone christened the Land Rover S1 (pictured). That was 7 years ago, though, and times have definitely changed since then. Instead of rugged, weatherproof cellular phones, people want smartphones with a gazillion gigs of RAM and the camera quality of a DSLR because uploading selfies on Instagram is the trendy thing to do these days. And so, Land Rover signed a partnership with the Bullitt Group to develop a Land Rover smartphone and accessories for it.
However, don’t think that the spiritual successor of the S1 will lose the durability pioneered by the original from 2009. As per Land Rover, we’re told to look forward to a “combination of durability and elegance.” More than that, the all-new phone “will be designed to be an active lifestyle partner, aimed at people who like to take on new challenges and go 'above and beyond' the ordinary. The portfolio will launch in early 2017 and will embody the core values of the Land Rover brand, featuring some truly innovative capabilities and technology.”
I’m pretty sure the phone will be a great companion for people who hit nails with a phone instead of a hammer. Forgive me, I meant to say people who buy a phone because the brand has a nice ring to it. Oh, wait, scrap that, what I meant to say is people who don’t know that Bullitt already makes rugged phones under the Kodak, CAT, and JCB handles. Nevertheless, another rugged phone is always welcomed.
No further details are known about the as-yet-unnamed Land Rover phone, but one thing is certain: it will run Android. The British consumer electronics company only does Android phones. Fingers crossed the OS won’t put some customers off. Furthermore, it’s sort of uncanny to slap a ridiculous price tag on an Android phone just because it has Land Rover written on it. On second thought, most people do ridiculous things out of vanity and most companies do similarly ridiculous things out of greed. That's capitalism, though.
However, don’t think that the spiritual successor of the S1 will lose the durability pioneered by the original from 2009. As per Land Rover, we’re told to look forward to a “combination of durability and elegance.” More than that, the all-new phone “will be designed to be an active lifestyle partner, aimed at people who like to take on new challenges and go 'above and beyond' the ordinary. The portfolio will launch in early 2017 and will embody the core values of the Land Rover brand, featuring some truly innovative capabilities and technology.”
I’m pretty sure the phone will be a great companion for people who hit nails with a phone instead of a hammer. Forgive me, I meant to say people who buy a phone because the brand has a nice ring to it. Oh, wait, scrap that, what I meant to say is people who don’t know that Bullitt already makes rugged phones under the Kodak, CAT, and JCB handles. Nevertheless, another rugged phone is always welcomed.
No further details are known about the as-yet-unnamed Land Rover phone, but one thing is certain: it will run Android. The British consumer electronics company only does Android phones. Fingers crossed the OS won’t put some customers off. Furthermore, it’s sort of uncanny to slap a ridiculous price tag on an Android phone just because it has Land Rover written on it. On second thought, most people do ridiculous things out of vanity and most companies do similarly ridiculous things out of greed. That's capitalism, though.
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