Land Rover sales recovering; Defender struggling compared to stablemates

Land Rover’s recovery from poor sales in 2009 is continuing apace, although the Defender’s comeback isn’t going as well as its stablemates’.

Defender figures depend on government sales – and since those areas of economies worldwide are now facing fresh cutbacks, the sales numbers are proving slow to recover.

See pics of 62 years of the Land Rover Defender

Read more about Land Rover's replacement for the Defender

Land Rover’s sales crasheed in 2008 but have since recovered well. Land Rover sales for August 2010 were 12,432, a year-on-year increase of 28 per cent.

This has taken the cumulative sales for the fiscal year to date (April 2010 to August 2010) to 67,840, an increase on 2009 of 52 per cent.

UK sales for the first five months of 2010 were up 60 per cent year-on-year and rose by 64 per cent year-on-year in May.

Read the first drive review of the Land Rover Freelander 2.2 SD4 HSE

Sales of the Range Rover saw the biggest increase, up 121 per cent on May 2009. Discovery sales were up 87 per cent, Range Rover Sport sales were up 58 per cent, Freelander sales rose 60 per cent and Defender sales were up 32 per cent.See all the latest Land Rover reviews, news and video

Our Verdict

Land Rover Defender
The chassis and body are hugely strong and should last a lifetime. The detailing, such as the interior trim, is dreadful

The Land Rover Defender is an institution and unbeatable off road, if crude on it

Join the debate


20 September 2010

Wow... impressive sales figures! A 121% increase on Range Rover sales is amazing considering its 9 years old now... a true timeless design, although I think some of the detailing on the 2011 model is a bit "bling". But hey, its keeping plenty of people in Solihull in employment, so we should all be pleased they are selling so well.

As for the Defender, government & utility company orders do make up quite a lot of sales so it is understandable that these have dropped off with the spending cuts etc. Im excited to see what the Defender replacement will look like- its got a lot to live up to!

currently a happy owner of a Mitsubishi Shogun Pinin :)

20 September 2010

Considering the general positive spin Autocar puts on JLR news (which I'm never against and is a breath of fresh air against the German nausea), its strange to see some forced negative propaganda against the Defender. Is this a step by step procedure to convince us of a different direction for the stalwart.

20 September 2010

[quote shortbread]its strange to see some forced negative propaganda against the Defender. Is this a step by step procedure to convince us of a different direction for the stalwart.[/quote] My thoughts too when I read this. Reduced interest from armed forces worldwide forces JLR to redefine the Defenders purpose, turning it into a more 'up market', less capable two wheel drive fashion statement.

20 September 2010

I was only thinking the other day, it's been at least 3 weeks since Autocar ran a "JLR sales" story.

if it's heavy, it ain't happenin' 

20 September 2010

Does anyone have a link where we can see these figures for ourselves? I'll tell you why. I've often moaned about the fact that when LR show a concept car, or even their TV ads, they ALWAYS show a left-hand drive car (even the Evoque). This bugs the hell out of me, as it's a 'British' car. When I moaned about this to an LR man he told me it was because they export so much of their total production. I'm suspicious of this and would like to see the figures. Anyone?

To reinforce Lotus Man's point, all I could find on Google was this:

20 September 2010

this vehicle is dated since long time, and as for utilities sales, there are more capable out there, so don`t surprise me at all.

indeed IMHO LR sould look what thosee German bastards have done with their M-B "service car" G-series:

it started with a shy diesel and now it roars V8s and the likes...

LR could also do the same...

20 September 2010

[quote coolboy]

it started with a shy diesel and now it roars V8s and the likes...

LR could also do the same...


They sort of did in the US in the early noughties with a SWB 90 with injected V8 (190 BHP) and lots of toys. Sold well to playboys and film stars etc.

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • 2016 Audi A3 Sportback e-tron UK review
    First Drive
    29 September 2016
    First UK drive finds the facelifted A3 Sportback e-tron remains a first-rate plug-in hybrid that is packed with tech if a little short on driver appeal
  • Citroen C11.2 Puretech 82 Furio
    First Drive
    29 September 2016
    Citroën's city car gets a new sporty-looking trim level, adding visual adornments, but no premium for the 1.2-litre Puretech triple we're driving
  • Mercedes C350e Sport
    First Drive
    28 September 2016
    Petrol-electric C-Class is a surprisingly well-priced alternative to a diesel but not the greatest example of the new ‘PHEV’ breed
  • Car review
    23 September 2016
    Aston kicks off its ‘second century plan’ with an all-new turbo V12 grand tourer
  • Ford Ka+ 1.2 Ti-VCT 85
    First Drive
    22 September 2016
    A rounded, refined and well-sorted bargain supermini – once you’re used to the confusing role redefinition imposed on the once-cheeky Ka