David Bailey, industry expert and professor of Business Economics at the Birmingham Business School, said the car giant has faced difficulties in the luxury market, but it was “the right direction of travel” in the long term.

“But it was in probably the toughest segment of the market, which was the premium sector and it never really cut it against the likes of BMW really because of its reliability.

“So what they’re trying to do is, well, let’s start again. Let’s hark back to the glory days of the E-type and XJ from years ago and lets try to reposition the brand.”

On Friday, JLR revealed that more than 2,900 orders had been placed for the recently launched £145,000 Land Rover Defender Octa model with about 48,000 people on a waiting list for the new Range Rover Electric car.