The Defender could become the biggest-selling Land Rover model, according to Land Rover brand boss John Edwards. Speaking of the new model, due in 2015, Edwards commented that the new model will be developed into a line-up with wide appeal and a low cost base with his ambition being for Land Rover to become a global maker, not a UK maker selling globally.
The clear signal that the new model needs to be both cheap and on sale around the world suggests that the majority of new Defenders will be built outside the UK. With Land Rover recently unveiling a joint venture with China, and being owned by Indian company Tata, it would be foolish to believe that Land Rover won’t be looking at manufacturing the Defender overseas where manufacturing costs are lower.
After much criticism of the DC100 concepts obvious complexity, Land Rover now seems serious about making the new model genuinely in the mould of the original. “We’re talking to sub-Saharan Africa buyers about cost of ownership and ease of maintenance,” Edwards added. “That it’s functional, durable and affordable are central to our thoughts. The engineers and designers are really getting engaged.”