Currently reading: Defender to top Land Rover sales
New Defender family has potential to out-sell Toyota Hilux, says brand chief
Autocar
News
1 min read
9 April 2012

The all-new Land Rover Defender family, due in 2015, could become the marque's biggest-selling model, according to brand boss John Edwards. The firm is targeting the success of the Toyota Hilux, which sold 549,000 units worldwide in 2011.

Today’s Defender sold just under 20,000 units. Edwards says Land Rover is being “encouraged to look at it as a 20-year plan with global potential”.

The new Defender will be developed into a line-up with “wide appeal and a low cost base”, and Edwards’ ambition is “to become a global maker, not a UK maker selling globally”.

The clear signal that the new model needs both a low cost base and a global manufacturing footprint suggests that the majority of new Defenders will be built outside the UK.

The company also 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.”

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TBC 15 April 2012

Re: Defender to top Land Rover sales

I guess here, the key word is global. For Tata to invest that much money they want to see production move away from the UK. This will help to drive down the list price for third-world locations, and may help improve the build quality. India and Thailand are both up and coming production centres for the automobile industry, and both with a low wage base.

philcUK 15 April 2012

Re: Defender to top Land Rover sales

so, they couldnt cope with the launch orders for the evoque (which were less than the 'dissapointing' sales of the Defender) with huge delays and pushed back build slots/dodgy quality issues etc and they intend to ramp up production 20 fold in 2 years how exactly?

koyaanisqatsi 14 April 2012

Re: Defender to top Land Rover sales

Autocar wrote:
The all-new Land Rover Defender family, due in 2015, could become the marque's biggest-selling model, according to brand boss John Edwards. The firm is targeting the success of the Toyota Hilux, which sold 549,000 units worldwide in 2011.
dream on guys.... although you might be in with a chance if you make them out of candy the size of jelly beans