"Pre-rusted" new Land Rovers

Years ago in college in an advertising class taught by the owner of an ad agency, I learned that any marketing campaign needs three basics. Define a specific, measurable goal. Determine the target demographic. Make a logic link between the goal and demographic.

I’m having an eyebrow raising chuckle reverse determining the demographic and goal of marketing pre-rusted brand new high end priced vehicles. :thinking:

1 Like

Seems like a new gimmick for posers who drive Land Rovers that NEVER, EVER go off road to get some genuine fake rust to add to their fake off-road cred as they visit their dealers for yet another warranty repair on their leased 3 year old Chelsey Tractor.

1 Like

Had a friend that worked at Chrysler, then AMC, the roof leaked pooled and caused rust in all the fenders stacked underneath,

I’ve got an affinity for older trucks that are mechanically sound and / or have a drivetrain swap but look a little worn or even like they don’t belong on a long road trip. But a new luxury vehicle with factory rust kind of screams poser to me.

One of my dream rides is an early 70’s suburban with a little surface rust, an ls swap, and a perfect interior complete with working AC, etc. Imagining taking the family on vacation in comfort in a vehicle that looks marginal at first glance is kind of intriguing.

But this won’t cut it. Kind of like new jeans with pre-fabbed holes! Those holes need to be earned.


But this won’t cut it. Kind of like new jeans with pre-fabbed holes! Those holes need to be earned

I don’t know about you but I won’t wear new jeans before they run through the washer at least three or four times then they can start earning the holes.

I just wear em. Although I’ve softened up and prefer cargo pants, or preferably shorts nowadays.

My wife and daughter wear the fancy jeans with the pre-fab holes. I still remember those as my “play jeans”. My “school jeans” didn’t have holes and fit better lol.

From what I recall, it takes some real hard play to put a hole in a pair of Roughskins jeans. Toughskins. Whatever that off brand stuff was my mom bought me as a kid.

1 Like

My how times have changed. Back in the early 1950s, when my jeans wore through in the knees, my mother patched them and I wore them to school. The patched jeans weren’t stylish back then and I always welcomed a new pair of jeans without holes or patches. Fast forward to the 1970s–I didn’t like rust holes in my car. I patched the holes as best I could with a fiberglass repair kit. Like the patched jeans I wore as a kid, you could tell if you looked that I had patched the rust holes in the car just as you could see my jeans I wore as a kid were patched.
Now my jeans with holes in the knees from the 1950s and my rusted Rambler from the 1970s would be right in style.


I play guitar and there’s something similar these days with “reliced” electric guitars made to look like they’ve been around the block and down the stairs. I can’t for the life of me see the point.

1 Like

There is a “high end” brand of jeans which are made by first completing a pair of jeans in the normal way, and then shooting them with a 12 gauge shotgun.

They often list for more than $900 a pair.

Oooh…I wouldn’t want to earn those holes legitimately.

1 Like

Getting back to cars, uhm… hmmmm… ugh… oh, yeah, my car is in the garage dry from the rain. :slightly_smiling_face:

1 Like

Land Rover’s with hard earned Rust and Patina, North Yorkshire in the fall of 2013. One of the farm’s where my ancestor’s lived.

@shadowfax I will continue to buy my jeans for $10 a pair on sale and wear the holes in the knees myself rather than spend $900 a pair for holes shot into.the jeans. Cars in.my state rust quickly enough without buying them rusted as new vehicles.

1 Like

What you should do is shoot holes in the $10 jeans with a shotgun and then write a how-to book about extreme money-saving techniques.

1 Like

Automotive “patina” became a fashion ten years age, now those uptown can participate in this fad.

When covered with a glossy clear coat to preserve the artistic patina it cries “fake”.

Some luxury vehicle manufactures have offered a matte finish that resembles the primer coat that I had on my car as a teenager. I have seen a number of $50,000 plus vehicles with a “wrap” with this flat finish. These people seem to have a lot more money than I so I won’t judge.

I could have bought my Veloster with a matte finish but I don’t like the look and apparently they are more of a pain to maintain. As far as the retro look, I prefer the oil based paint look that Toyota has on some trucks. I think other makes are doing it too.
I helped my cousin restore one of those Land Rovers from the chassis up. I was 14 or 15 and that got me into mechanics

Expel Stealth gives you much of the same finish on the existing paint, matte wraps are preferable to matte paint because the wrap both protects the original paint and doesn’t require such special care. The Lexus is one model that offers such a matte finish from the factory along with Mercedes and BMW but it just looks like they forgot the clear coat. I saw a C7 Vette in Ceramic Matrix Grey today and the color really looked like glossy primer.

Of course my dad’s Honda CR-V is painted the same color as gravel road dirt, the exact reason he chose that color.

Oh, you can certainly judge folks with lots of money. That’s the fun part.

I thought it looked cool, but that doesn’t mean I’d want it. No way am I going to deal with the special wash techniques/etc, or knowing that if I wipe off bird droppings with quick-detailer and a microfiber cloth like I usually do, I might permanently shine that area.

Makes more sense on the high-end cars. Lambo owners probably pay a guy to detail the car anyway.

I don’t dislike the clear coat over the patina, as long as you just sand the existing paint, rust, etc. and shoot the clear over it just to preserve what’s there. But that old Chevy in the pic looks like it has fake airbrushed rust painted on it.

1 Like