For decades, the Windsor family has been sponsored by Land Rover. They make a point of driving Range Rovers for most events, and Land Rover gives them a steep “discount” on new models. But now that King Charles is in charge, that might be changing. Yes, Charles dithers on all things, even SUVs. Apparently, while Charles was in residence at Balmoral this summer, two other car companies sent him new SUVs to test drive and play around with.

Land Rovers have become so synonymous with senior royals that it has been said they are “part of the Royal family’s DNA.” The late Duke of Edinburgh was so attached to the vehicles that he spent years modifying one especially to carry his coffin at his funeral. But now it appears that a battle for the King’s affections is being played out behind closed doors with two rival British manufacturers knocking at his door.

As the royals enjoyed their traditional break at Balmoral this summer, they had the run of both a new £65,000 Ineos Grenadier 4×4 and a state of the art £160,000 Aston Martin DBX707. Several members of the family are understood to have taken them out for a spin, including the King, Prince William and Peter Phillips. The vehicles were kept on the 50,000-acre Aberdeenshire estate and were not driven to church.

One source said: “As neither is electric, they may not lease them out permanently, but they have all had a lot of fun with them.”

Out in public, at least, members of the Royal family have long remained loyal to Land Rover, now Jaguar Land Rover (JLR), which has held royal warrants since 1951, when George VI tried an early prototype of the 4×4. Queen Elizabeth II and Prince Philip particularly favoured them ever since a fleet of bespoke Land Rovers was used to carry them on their six-month tour of the Commonwealth in 1953. The company went on to develop a firm association with the couple, which was considered an important link between the monarchy and the British motor industry.

However, the long association with JLR, which leases vehicles to the royals at a reduced rate, does not preclude a strong affection for other cars. The King’s love affair with Aston Martin, which also holds a royal warrant, is well documented.

[From The Telegraph]

I’ll never forget when Prince Philip crashed his Land Rover into another car and left two people with injuries, then like one day later, Land Rover sent him a brand new SUV. That says a lot about Land Rover’s need to be associated with all things royal. Land Rover also sponsors many royal charity events and polo matches too. I guess it’s worth it for JLR to be the Windsors’ royal vehicle of choice. But still, this is just tacky. So much for not accepting freebies. So much for not wanting to associate “royalty” with commercial sponsorship. Remember this the next time there’s a meltdown about the Sussexes doing anything.

Photos courtesy of Avalon Red, Backgrid.