It's going after a new generation.
Land Rover is confident the much-anticipated new Defender will successfully appeal to a new generation of buyers as well as traditionalists who loved the long-running original. Due for launch in 2018 according to reports, design boss Gerry McGovern claims the new Defender is “not far away”.
Making clear what a tough design brief it is, McGovern promised the new Defender will not simply be a modernised carbon copy of the old one, but a genuinely modern Defender that will draw in younger buyers. He told Automotive News the emotional link was important but so too is going after that new generation.
“That was a vehicle that for a very long time was the emotional core of our brand. In order to move our brand forward we need to create desirable and relevant vehicles to appeal to a wider group of customers.”
The original Defender could be traced right back to the very first 1948 Land Rover; subsequent Series models and the Defender itself were all updates of that original. The new Defender will thus be the first all-new model since the 1948 original.
But don’t for one minute think this focus on a new generation of lifestyle buyers means the new Defender is going soft, stresses McGovern. “You’ll be able to kick the hell out of them and they’ll get up for more.
“The anticipation is incredible,” he added.
Source: Automotive News