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22900013A

Member Since: 23 Dec 2010
Location: Oxfordshire
Posts: 3139

2011 Defender 110 Puma 2.4 USW Keswick Green

Black Puma wrote:

Importantly-
Create new division called Land Rover Commercial
Then our car can be separated from the Luxury aspect of the brand. Most sale persons or service departments treat Defenders with contempt because they have less hassle and more money from cashed up Range Rover customers (and wannabes).
This also frees them from the polar association with the Defender, so unhindered, they can continue asserting themselves as a prestigious luxury brand.

(On a side note, I am sure even in its current form, that the Defender, surely must be profitable. How many cars are made per day, selling on average £25,000 each on road at dealers!!!)

Absolutely! I was saying this years ago. The Defender should have had a range in itself with vehicles up to 5.5 or even 7.5 ton commercial 4x4s. There is no real connection between Land Rover and Range Rover, in the early days the RR was even marketed as a Rover car. I doubt many people have to think long and hard "do I want a Defender or a RRs?" do they.

As to profit, yes they make something on every car sold, it will just be the percentage of profit is lower. 2011 110 USW
1973 Series III 1-Ton
1972 Series III 1-Ton Cherrypicker
1969 IIA 1-Ton
1966 IIA 88"

11th Mar 2015 5:35pm

SDV8

Member Since: 09 Jan 2015
Location: UK
Posts: 103

2006 Defender 90 Td5 XS CSW Zambezi Silver

The Defender isn't particularly profitable for Land Rover on a per unit margin basis. This is because the build process is very labour intensive.

15th Mar 2015 11:31am

22900013A

Member Since: 23 Dec 2010
Location: Oxfordshire
Posts: 3139

I don't think anyone would suggest they are a major profit-maker, but at the same time they are hardly a "loss-leader" as beloved by supermarkets. 2011 110 USW
1973 Series III 1-Ton
1972 Series III 1-Ton Cherrypicker
1969 IIA 1-Ton
1966 IIA 88"

17th Mar 2015 4:16pm

Cheshire110

Member Since: 26 Jul 2013
Location: Cheshire/London
Posts: 2724

i think the value of the defender to Land Rover lies in the credibility it lends the brand.... Cheers, David
Land Rovers of all shapes S3 onwardsâ€¦ Daily is a 110 V8.

17th Mar 2015 4:36pm

zone30

Member Since: 07 Sep 2012
Location: Gent
Posts: 669

2011 Defender 110 Puma 2.4 X-Tech LE Nara Bronze

I don't think that matters much nowadays.

Every current type got their credibility from the Defender, maybe. Those now serve as the ones to add credibility to the new models. I think people by a sport on the bases of the previous sport's reputation. Same with discos.

But it still is like this: you have Land Rovers and the Defender. It would be great if they can still have that with the new Defender, altough I doubt it.
From series to defender was probably a similar situation, though it's a different time now.
If they can pull that off, I would be truly amazed and impressed!

17th Mar 2015 4:58pm

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