Land Rover has started work on its replacement to the iconic 62-year-old Defender.
The British firm has formally been working on the Defender replacement, known internally as Project Icon, for two weeks after parent company Tata Motors signed off funds for a full engineering and design programme for the car.
Project Icon has therefore been granted a place in Land Rover’s product cycle and is due to be launched in 2014.
At this stage, Land Rover is working out the positioning of the car and how it will be marketed. After successfully reinventing the Range Rover brand with new Range Rover, Range Rover Sport and Range Rover LRX models, Land Rover is turning its attentions to sorting out the positioning and model line-up of its core off-roader range.
Land Rover insiders have admitted the brand needs a greater clarity and some customers find its current model line-up confusing. The Land Rover marque will be reinvented with Project Icon, a car that may not last 60-years, but will be the company’s flagship for at least the next 20.