Land Rover is a hallowed British brand, as dear to the nation as the Royal Family, red post boxes and tea. It has always stood for the British success story, standing tall when the empire that formed it has crumbled away to nothing but a few Chinese knock-offs.
And right now you could well imagine that Land Rover purists are spinning in their garages, as the WAGification of the company is completed by the facelifted Range Rover Sport. It's like Her Majesty has turned up to open Parliament wearing a pair of Converse trainers and an eyebrow piercing.
So yes, the kings of off-roading have finally cracked to the pressure of Cheshire-based lobbyists and have seen fit to offer a road-biased 'sporting' model to its range of hulking 4x4s.
The sad thing is, it's a really great car. You'd love to be able to hate it for so many reasons: it's actually a Discovery chassis underneath the Range Rover badges, it has "Bling" written all over it and it is more closely associated with the urban cash economy than any car since the Jaguar Mark Twos that The Sweeney used to chase. However, it's just marvellous. Especially with the bonkers 5.0-litre supercharged V8 petrol under the clamshell bonnet.
The headline engine is good for 503bhp, taking care of the 0-62mph in 5 seconds. Even the diesel option, with its 462lb ft of torque, will do 0-62mph in 8.8 seconds. Clearly this is a cool car. The V8's economy isn't so hot, at 19mpg, but the diesel will nudge 30mpg if you've spent everything you own on the Sport.
It looks the part too, with the Range Rover family look topped off by a sleek, low roofline. When the Range Rover itself has reached the stage where it's so big and brooding that it frightens small children, you can see the appeal.
The cabin is tremendously plush, the facelifted interior a marked improvement on what the Sport was launched with. It feels special, and Land Rover has really got the hang of this luxury malarkey. Obviously there isn't as much space as the Range Rover, but the car has room enough for passengers to feel comfortable and the boot is capacious.
On the road, the Sport genuinely does feel sporting - it corners flat and has bags of grip for you to exploit. The steering has plenty of feel too, allowing the keen driver to enjoy himself. The Land Rover engineers have managed remarkable things here.
The Range Rover Sport turns out to be a thoroughly compelling package for people who want the space but haven't given up on driving fun.