LAND ROVER COULD DUMP DEFENDER

Land Rover could ditch the hard-core, long-serving Defender model, 64 years after it came to market. Company bosses who spoke to the UK’s AutoExpress hinted to the publication about several challenges facing the icon, including one relating to fading sales and market share.

Change is certain, however, it is the type of change that could be of concern. The major issue is how to change the Defender and make it relevant to today’s buyers, while at the same time keeping its core values and assets in check. Additionally how does the brand attract new buyers to the vehicle without pissing off the traditionalists?

Options on the table include updating the current vehicle with Euro 6 engine technology, which would please the greenies. A last-resort option is to completely abandon this market segment by ditching the Defender altogether, leaving the Jeep Wrangler range and to a lesser extent, the Mahindra Thar on their own.