Even with the reputation of providing quality-grade and sturdy Land Rover Accessories and parts to its consumers, Land Rover is still being plagued with another entirely negative image, that of being one of the worst polluters in the automotive world. Thus, the company has decided to set a more proactive tone in the designating Global Brand Communications Director Julian Whitehead to rectify such damaging associations.

Whitehead, who is presently enjoying the post of Global Brand Communications Director for two years previous to being the UK Sales Director, is tasked to lead the company’s sustainability program on top of his other brand duties.

Prior to such development news, Land Rover has already been taking the necessary steps to lower emissions from its existing fleets. In fact, the Land Rover currently manages one of the industry’s major carbon-offsetting programs, with the sole purpose of improving its Land Rover Parts. Nevertheless, it can be said that it is still an early stage for the program. For instance, the Land Rover Freelander, the company’s smallest vehicle, still emits the 194g of Carbon Dioxide per Km as contrast to the 140g per km recommendation of the European Commission.

And now, with Whitehead leading the helm, Land Rover officials are positive that the hurtful brand image pertaining to the vehicle’s environmental security would be greatly alleviated. As a Land Rover spokesman has confirmed: “This is something we have been focusing on for two or three years but we needed someone to uniformly coordinate all our efforts. Julian’s new role stretches beyond pure marketing.”

Relatively, news have emerged that Land Rover is in the brainstorming stage of launching a smaller and more fuel-friendly car, so as to reduce the problematic carbon dioxide emissions. This was reaffirmed by Geoff Polites, Chief Officer of Land Rover and Jaguar, in a recent statement: “Part of the sustainability process will include downsizing and smaller, more fuel efficient vehicles.”