Thread: Project Icon Whats it Mean For Puma Parts etc. Who will trade up to the "Icon" ?

I have tried to think this through logically a few times and come up with the following possibilities based on current requirements & past history.

The new vehicle has to still fit a primarily utility purpose. LR have plenty of other models for recreational users.

The new vehicle will most likely have a similar, small, utility engine. I will be (pleasantly) surprised if there is a V-anything under the bonnet. Most likely another efficient 4-cyl.

The new vehicle will probably have a lot of hand-me-down technology from higher price-point models. Think about how much original Range Rover gear was fitted to the first generation Defenders as a guide.

The new vehicle will have to be more easily assembled - so complex bodywork pressings will be likely. Probably still bolted to a chassis though.

The new vehicle will have to comply with as-yet undefined safety requirements. For example - lounge chairs that spring out from the front to catch unwary pedestrians. Air bags everywhere. Softer body curves.

The new vehicle will have to be marketable in the US! Now this is an interesting one because whilst it means that all the US safety regulations will apply thus limiting the real "toughness" of the vehicle, it does ensure that the essential look of the current Defender has to remain. There is no denying that people in the US like the look of the Defender and there always seem to be comments around the net from Americans lamenting that they can't buy one.

Also, the name of the project has to be some indication that the new Defender will retain the essential form of the current Defender. It IS an ICON. Land Rover simply cannot spit out a ruggedised Discovery and expect the market to respond positively. Whilst it may be a lot of Discovery stuff underneath, it must still look like a Defender. Think of how well the current FF Range Rover captures the important design elements of the original RR Classic. Many would argue that it is indeed a nicer looking vehicle than the original. That's what Land Rover need to achieve with the Defender. That way those of us who are agonising over losing the current Defender shouldn't care when they give us something entirely better!

If they manage this, then yes - I will buy one!

Originally Posted by lardy

Dullbird you are talking of land rover here, as if mate, they are not one to worry about current customers issues, when they have potential new customers to annoy with the latest greatest incarnation of the marque lol.

maybe so mate.....but I can't imagine with so many things that have had to be changed on so many trucks so many times in several countries that they could be making any money

remember money talks and thats all that matter to land rover...its what makes car companies bankrupt at the end of the day...

I'm sure they will make another defender, but seeing as though it wasn't that long ago there was talks they were not going to make another I was just saying I wouldn't be surprised. it would be interesting to know how much they have made with this current model..can't imagine it would be a lot of profit

They will put Land Rover badges on a Tata.

Originally Posted by ugu80

They will put Land Rover badges on a Tata.

Possibly - but I think it is more likely they will design a Land Rover product that can be manufactured there. Massive market and central for shipping units to the rest of Asia, Australia & Africa.

Originally Posted by dullbird

maybe so mate.....but I can't imagine with so many things that have had to be changed on so many trucks so many times in several countries that they could be making any money

remember money talks and thats all that matter to land rover...its what makes car companies bankrupt at the end of the day...

I'm sure they will make another defender, but seeing as though it wasn't that long ago there was talks they were not going to make another I was just saying I wouldn't be surprised. it would be interesting to know how much they have made with this current model..can't imagine it would be a lot of profit

Trust me they are making money,the price car makers pay for parts direct from suppliers and then what they sell them to us for is quite different. Pat

My Short, Happy Career in Car Design - NYTimes.com

looks ok, but front suspension looks crook...

So, I would hang onto your Isuzu Counties, the product can only decline from there.
Since BMW had a fiddle, and then Ford, the landy has increasingly become a hairdresser's car for city knobs.
turbo, electric windows, electric door locks, abs, traction control.

Lets hope Tata takes it back to its utilitarian roots, and allows for differentiation from the rangerover/discovery/freelander/LRX/ lifestyle products

A bit of journalistic license or perhaps some truth?
The next Disco might be based on the Icon/Defender frame/running gear:
The future of Land Rover - Autocar.co.uk

But there is also an idea to make a new seven-seat Discovery closer to the 1989 original. Based around the new Project Icon/Defender platform, it would be rugged and mechanically relatively simple, but more luxurious than the Defender, while being far more workmanlike than its Range Rover siblings.

Found this photo:


At this link:

Project ICON gets underway to replace the Defender - News - Land Rover Owner International magazine

Independant front end eh? What are they thinking ??