Key findings:
- Land Rover’s Consideration reaches 10% in early August, up from 8% at the start of the year, before falling to 7% by September 28.
- Negative Buzz rises from 6% on January 1 to 11% on September 28, with much of the increase occurring during September.
- Negative Impression increases from 11% at the start of the year to 13% by September 28.
- Word of Mouth Exposure rises from 8% to 11% over the period.
In early September, Land Rover announced plans to cut around 4,000 jobs globally over the next two years, with most of the reductions expected to affect UK-based roles.
The announcement comes as Land Rover vehicles maintain a visible presence in popular culture, with models featuring prominently in Guy Ritchie’s Netflix series The Gentlemen.
Against this backdrop, YouGov BrandIndex data reveals how consumer perceptions of Land Rover have shifted in the UK during 2026, across measures including Consideration, Negative Buzz, Negative Impression and Word of Mouth Exposure.
Land Rover Consideration peaks in August before falling in September
Land Rover started the year with a Consideration score of 8% which then fell to 6% February before rising to 9% in March. The measure declined again, landing on 6% at the end of May.
Consideration recovered steadily over the summer, peaking at 10% in early August. Since then, it has fallen off again and currently sits at 7%.
While Consideration score ends close to where it started, other BrandIndex measures show more pronounced movement in September.
Land Rover Negative Buzz rises sharply in September 2026
Negative Buzz, which measures whether people have heard something negative about the brand, starts the year at 6% before falling to 4% in April. It then fluctuates between these levels through much of spring and summer.
This shifts around the time of the job cuts announcement in September. Negative Buzz rises from 5% on September 1 to 9% by September 15, before increasing further to 11% on September 28.
Negative Impression also increased, albeit less notably – rising from 11 % at the start of the year to 14% in September.
At the same time, a growing share of UK adults reported talking about the brand.
Land Rover Word of Mouth Exposure increased in September
Word of Mouth Exposure, which measures whether consumers have talked about a brand with friends or family in the past two weeks, started the year at 8% and then fell to 6 % in July. However, after this the measured climbed – hitting 9% in late August and rising to 11% by late September.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Land Rover’s scores are based on the questions: “When you are in the market next to purchase a car or van, from which of the following would you consider purchasing?”, “Now which of the following car makers do you have an overall NEGATIVE impression?”, “Now which of the following have you heard something NEGATIVE about over the PAST TWO WEEKS?”, “Which of the following car makers have you talked about with friends and family in the PAST TWO WEEKS (whether in-person, online, or through social media)?” . Scores are reported as [net scores from –100 to +100 / percentages], based on daily surveys of UK adults. Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. Figures are shown as a 4-week moving average with sample size ranging from 1,132 and 1,142 between January 1 and September 28, 20206.
Image: Getty Images
