There's no doubt it's a formidable vehicle, and if we accept the claims that it is the best ever off road capable Land Rover, then it would be high on the wish list. However, I'm confused!
Jaguar Land Rover have already made a fantastic impact on the prestige suv market, the Range Rover has evolved from the original smart comfortable but functional country gentelman's vehicle and is now seen all over the world driven by the rich and famous, and is an iconic symbol of status and fashion awareness. Then we have Discovery, basically another Range Rover competing in the same market as its older brother. Defender was always the utilitarian version, the Land Rover half of Jaguar Land Rover as it were. What seems to have happened here to my mind, is the introduction of a third luxury prestige vehicle competing in the same market as both Range Rover and Discovery. A super off road capable SUV packed full of electronic systems and highly desirable and fashionable styling. But who is the intended customer? The MOD is not going to reequip the UK military with expensive shiney hard to maintain prestige vehicles. Utility companies, emergency services, etc. are going to think hard about whether they can afford to purchase a prestige vehicle rather than any other off road capable vehicle at a more affordable price. I think that JLR have the same market that they have already done so well in as their target for Defender and have not truly understood what the Defender was, were it came from, or why it is so revered.
No doubt, the new Defender will do well and personally, I'd love one, but surely it is going to appeal to the same market that already buys Discovery, so what is the point? It isn't an evolution of Defender that will regain the old Defender market.
Time will tell I guess.
Jaguar Land Rover have already made a fantastic impact on the prestige suv market, the Range Rover has evolved from the original smart comfortable but functional country gentelman's vehicle and is now seen all over the world driven by the rich and famous, and is an iconic symbol of status and fashion awareness. Then we have Discovery, basically another Range Rover competing in the same market as its older brother. Defender was always the utilitarian version, the Land Rover half of Jaguar Land Rover as it were. What seems to have happened here to my mind, is the introduction of a third luxury prestige vehicle competing in the same market as both Range Rover and Discovery. A super off road capable SUV packed full of electronic systems and highly desirable and fashionable styling. But who is the intended customer? The MOD is not going to reequip the UK military with expensive shiney hard to maintain prestige vehicles. Utility companies, emergency services, etc. are going to think hard about whether they can afford to purchase a prestige vehicle rather than any other off road capable vehicle at a more affordable price. I think that JLR have the same market that they have already done so well in as their target for Defender and have not truly understood what the Defender was, were it came from, or why it is so revered.
No doubt, the new Defender will do well and personally, I'd love one, but surely it is going to appeal to the same market that already buys Discovery, so what is the point? It isn't an evolution of Defender that will regain the old Defender market.
Time will tell I guess.
) with the adaptive cruise control. If you are driving along at 70 and someone pulls out in front at 50, it will put on the brakes. It'll be a similar system but works whenever you use them rather than when it decides.
