However iconic a name and shape the Defender has, it is no divine right to success.
Which is why details about the new car have taken so long to come out: Land Rover has had to build a business case that ensures the Defender will be a commercial success well into the next decade.
In the decade or so since the all-new Defender’s gestation started, Land Rover sales have grown exponentially, spearheaded globally by an ever-growing Range Rover line-up. Why so many Range Rovers? It’s a nameplate and brand with even greater appeal than Land Rover itself in some markets, particularly in the US, where, much to the firm’s frustration, Range Rovers are colloquially known as Rovers.
Land Rover hasn’t yet replicated that success with the Discovery as a range of vehicles. The Discovery Sport is the company’s best-selling model around the world, but collectively the Range Rovers dominate Land Rover sales charts.
The full-sized Discovery launched last year has yet to attain the same level of popularity as the Range Rovers and the name is struggling to gain traction globally, particularly in the important US market.
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TBC
Market
If nothing else, trying to work out how to market a range of vehicles that will sell in large numbers, and not steal sales from their existing range, would give any marketing team sleepless nights.........
Bullfinch
Honestly
I can't see why they're calling it Defender. Almost certainly it will have no military applications , and how it seems it's a name that doesn't resonate in many key markets.
si73
"The indications are that the
"The indications are that the SUV's price and positioning won't have such obvious links with past models as, say the first BMW Mini did with the original" did it? It had a similar style but price and positioning of the first BMW Mini, and subsequent models, was as an expensive premium fashion statement, not at all like the original. So in this the defender is following what the Mini did and has achieved.
Citytiger
We all know
What the new defender should be, a no frills go anywhere pick up to take on the Toyota Hilux, Mitsubishi L200 at the low end, and the Mercedes X-Class at the top end, but I dont think it will be, it will be an expensive, blinged up SUV with a rugged look and fail miserably, apart from in its most obvious environment Chelsea..
Myk
At odds
What people want and what JLR wants out of the new Defender appear to be entirely different, and at odds. Punters want a rugged, simple replacement for the original - JLR want to drive it up towards a £40k+ "premium" product. These two things are at odds, and all JLR seem intent on doing is positioning the Defender right in the middle of products they already offer, and all the while time marches on...
Bullfinch
£40k?
And then some. Probably double it for the range-topper.
TheDriver
More than 10 years for a
More than 10 years for a company to come up with “building a business case” for the Defender’s replacement! Scarcely believable that this company should have taken so long to decide what form the new vehicle will take. The drip feed of information over this period has clearly shown that JLR has chosen to break with tradition and not follow the path shown with the Wrangler or G-Class. Gerry McGovern holds sway nowadays and he is a man with no affinity for truly rugged, affordable priced working vehicles. Super premium products with fat profit margins are his religion and he has strongly hinted not to expect the replacement Defender to follow the mould of it’s predecessor.
eseaton
It is total madness.
It is total madness.
It is as if Land Rover don't think there is a golbal market for rugged pick-ups.
No company on earth should be better placed to flourish in that market
scrap
JLR have taken this
JLR have taken this journalist for a ride.
Sure, the ‘Defender’ nameplate might not have global recognition, but a three year old knows what a Land Rover looks like. Had they introduced a new model that was faithful to the old one in terms of style and ethos, it would enjoy huge brand cachet.
JLR have basically junked that inheritance in favour of a retro-styled lifestyle model built in Slovakia. It’s a crying shame.
Monkfishpoo
Business Model
This is just a business model problem. They're filling their factories from the top of the market place downwards. JLR's factories have been near capacity manufacturing higher value models where the margins are high but volumes are relatively low. To sell a price competitive utility vehicle, the margins would be low so there is no point with their current manufacturing capacity. However, they are looking to open new factories so maybe there is scope in the future.
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