The market has voted. The new defender has very broad appeal with very strong customer demand. Old purists would have course loved the Ineos but it’s too niche for Landrovers strategy I suspect and not where the profit is with current pricing. Toyota now hoovering up the segments with the 70 series where Ineos were targeting but completely missed due to overshooting pricing by 40% and missing critical customer requirements like payload and a service network.

