Who would say? Despite being far from being the most affordable model of the Jaguar Land Rover group, the new Land Rover Defender was Jaguar Land Rover's second best-selling model worldwide in the second quarter (April-June) of this year, selling 17,194 units, just behind the more compact and affordable Range Rover Evoque (17,622 units).
The second generation of the British icon was commercially launched in 2020 and its performance is not without surprise, surpassing even the more compact and accessible Land Rover Discovery Sport or the Range Rover Sport.
But the commercial success in the last quarter may be a reflection of Jaguar Land Rover's strategy to tackle the semiconductor crisis, having decided to prioritize the production of models that guarantee the highest margins.
evoke the past
The commercial success of the new, much more sophisticated Defender contrasts with that of the original Defender, an icon no doubt but a much cruder vehicle, which left the scene in 2016. Despite its long 67-year career having translated into at just over two million units, it was a niche model.
Land Rover decided, in this new generation, to replicate the 90 and 110 definitions of the first Defender, respectively, for the three-door (Defender 90) and five-door (Defender 110) bodywork. According to the brand, the Defender 130, with seven seats, will be launched later this year or early next year, expanding (further) the model's appeal, especially in the North American market.
Gerry McGovern, Jaguar Land Rover Design Director"I am absolutely convinced that Defender will become a strong brand on its own."
Source: Automotive News.