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201208 May

land rover dc100 concept

The DC100 concept could evolve into a new product line


Land Rover bosses have hinted that the DC100, or Discovery Concept 100, first shown at the Frankfurt Motor Show last year, could evolve into a new model line for the British marque, and will not be a Defender replacement as was initially speculated.


A Land Rover engineer, closely associated with the Range Rover Evoque project from concept to execution and now advising the DC100 team, was clear that the Defender would remain the mainstay of the company’s utility offerings. “We sell the Defender in markets where the focus is primarily on utility. The Defender is easy to repair and easy to maintain, and that has been always been key to its appeal. We’ve continuously improved the Defender over its life and will continue to do so, but you can’t really replace it, can you?”


The import of this is clear: the Defender with its simple and rugged build continues to do the job. “If it ain’t broke, don’t fix it” may be an American mantra, but perfectly applicable to the Defender in this instance.


land rover defender

The Land Rover Defender is irreplaceable


However, for the DC100, Land Rover definitely sees value in developing an all-new model line. The production version of the DC100 would fit perfectly in Land Rover’s model line-up, probably priced below the Freelander. It will be key to generating volumes for the brand in emerging markets like India, China and Brazil, where it already has strong presence, but its vehicles are priced at a premium beyond the reach of many aspirational customers. By Indian pricing standards, a vehicle sporting a Land Rover badge and a price tag of Rs 20 lakhs, with good off-road credentials and enough manoeuvrability for city use would be almost perfect.

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