bob10
26th July 2012, 07:22 PM
LRM. June 2012;
Enthusiasts worried that the defender could be a loser as LR rushes to launch ever more luxurious models , have been reassured that the future is looking bright for the company's iconic vehicle. LR's brand boss, John Edwards, said the all new defender , due in 2015, could become the marques biggest selling model. He also revealed that it would be seen as the company's entry level model, pitched below the Freelander in price and aimed squarely at ending the worldwide domination of the all conquering Toyota hi-lux. :vampire:
Firmly in LR"S sights is the Jap. auto giant Toyota & its best selling 4x4, the Hilux, which sold 549,000 units worldwide in 2011 compared to the miserly total of under 20,000 by the defender. Edwards gave a clear signal that the new model needed both a low cost base & a global manufacturing ethos before LR could recapture the markets in places like Africa, which it lost so dramatically to Toyota & other Jap. manufacturers of 4x4 utilities thru the 1970's & 80's.
" We're talking to sub-Saharan Africa buyers about cost of ownership & ease of maintainence, " he revealed ." That it's functional, durable, and affordable are central to our thoughts. The engineers & designers are really getting engaged." That LR are taking the new defender very seriously indeed is demonstrated by the fact that Edwards says the company is planning a 20 year strategy for the model which he hopes will help it regain its crown as the best selling 4x4 in the world. Bob
Enthusiasts worried that the defender could be a loser as LR rushes to launch ever more luxurious models , have been reassured that the future is looking bright for the company's iconic vehicle. LR's brand boss, John Edwards, said the all new defender , due in 2015, could become the marques biggest selling model. He also revealed that it would be seen as the company's entry level model, pitched below the Freelander in price and aimed squarely at ending the worldwide domination of the all conquering Toyota hi-lux. :vampire:
Firmly in LR"S sights is the Jap. auto giant Toyota & its best selling 4x4, the Hilux, which sold 549,000 units worldwide in 2011 compared to the miserly total of under 20,000 by the defender. Edwards gave a clear signal that the new model needed both a low cost base & a global manufacturing ethos before LR could recapture the markets in places like Africa, which it lost so dramatically to Toyota & other Jap. manufacturers of 4x4 utilities thru the 1970's & 80's.
" We're talking to sub-Saharan Africa buyers about cost of ownership & ease of maintainence, " he revealed ." That it's functional, durable, and affordable are central to our thoughts. The engineers & designers are really getting engaged." That LR are taking the new defender very seriously indeed is demonstrated by the fact that Edwards says the company is planning a 20 year strategy for the model which he hopes will help it regain its crown as the best selling 4x4 in the world. Bob