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201106 Sep

land rover defender concept could be built in india


The Land Rover DC100 concept will be the star attraction at Land Rover's stand at the Frankfurt Motor Show. It previews the dramatic styling direction the brand could take for the next-generation Defender, and will serve the purpose of garnering substantial customer feedback.


The Defender was for long the mainstay of Land Rover's range, and stood by the principles of a rugged, no-nonsense and reliable 4x4 vehicle. However, quality and reliability issues have seen the brand lose market share to cheaper and more reliable rivals, notably from Toyota and Nissan. According to Land Rover's John Edwards, global brand director, however “the new Defender will be true to its heritage, while meeting the requirements of an all-new global market. We plan to engage with existing and potential customers to help us finalise the details of the new vehicle.”



In simple terms, the DC100 will evolve into the next Defender, due for market launch by 2014 as a 2015 model. It will also serve to usher in the brand in evolving markets such as India. Also, according to Land Rover, the SUV market can be divided into three borad categories: Luxury, Leisure and and Utility. The top-of-the-line Range Rover series belongs to the Luxury category, the Freelander and Discovery cover the Leisure segment, while the new Defender will be the stalwart if the brand in the Utility segment.


There is no word on powertrain or other mechanicals for now, but Land Rover looks set to continue its association with former parent Ford for engines, at least in the near future. Developing its own family of engines could prove both difficult and costly for Land Rover. There is every possiblity that the new Defender could also be assembled in India, or, more ambitiously, be produced here and marketed in the rest of the world.

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