Thread: Land Rover doesn't understand Australia - no ute !

Originally Posted by DiscoDB

All good contributions BR - just show some more understanding for why some (if not many) are disappointed with the direction JLR are taking. None of us have to agree with each other.

I am a Disco person myself and think the New Defender is brilliant but I get why so many feel they now miss out. Two new models now have turned LR lovers against each other.

P.s - edit: and I hope we do get a low cost entry point Ute - but I suspect it will take some pretty vocal campaigning from the LR fan base to make this happen.

So its understanding about the direction JLR are going that i need to show or empathy they are not (but probably are) making a ute and people are disappointed haha .

I am extremely happy with the direction LR is going with the new defender, i never wanted to buy the old one.

I dont see anyone turned against eachother, i just see another D3, D2 situation that will be forgotten in 2 years.

JLRA are on record of saying they are ordering a few of the commercials to evaluate when they are ready.

If they do a ute, for sure there will be a commercial varrient as it lends itself to that.

Commercial will be cheaper than 90 which is cheaper than 110, ute cheaper again imo.

Also AU defenders are overspecced currently, we will see a lower entry later when more options come avail.

Originally Posted by DiscoDB

Again - all post above make good points.

Given the demand for Dual Cab utes (globally except for Europe it seems) you have to have to think it could be a higher volume money maker. I recall reading somewhere that Ford make US$30K profit on every F150 they sell and it sells big volumes.

It is also about having a lowish cost entry point that buys brand loyalty. People will then upgrade and move up the ladder as they can afford to.

The New Defender front end even looks like it was designed to be a Ute - a dual cab would be a good looking and tough vehicle and certainly take on Amarok or Ranger. Probably even sell at a higher margin as well.

I personally prefer the wagon style - but for me the hero work horse version would be a dual cab - not the 90 (sorry little fella).

But all the comments that JLR are moving away from volume and focusing on the premium end are correct. This is the strategy they are banking on and it will no doubt be a success.

Interesting JLR have gone from record sales and high profits to recording a massive loss. They are making some big investments to turn this around and I do wish them success at this.

Actually they are back in profit this year.

Why Jaguar Land Rover is back in profit | Autocar

$290 million dollars profit last quarter pre tax.

Originally Posted by blackrangie

I just see another D3, D2 situation that will be forgotten in 2 years.

Yep - that’s a good example. I still grieve for letting my D2 “Red Dog” go - had from new and was part of the family for 14 years.

But the D3 “Hippo” bought second hand is still loved despite being a maintenance money pit. When I picked up the D3, the daughter of the first owner (same age as the car) was in tears as we drove it away.

That’s the passion us LR tragics have.

The time gap between Old Defender and New Defender has not helped either. Looking forward to see how it evolves and what the Series 2 New Defender brings.

If Land Rover does not propose to produce a ute version of the new Defender in the near future, would not surprise me if someone in Australia creates one from a wagon. If this then attracted enough interest, vehicle body builders or Land Rover would probably produce more. Think of car to ute conversions that have seen and /or heard of. I remember seeing a Mercedes. Also a Rambler - think it was a Classic. A Volkswagen beetle with a flat tray back - of course high for the size of vehicle as flat four motor underneath. Then remember hearing a story of a cocky - think a Victorian Western District grazier back when they were overall more affluent than now who had a Rolls Royce made into a ute.

Also, remembering that auto transmissions are often favoured over manuals until they get older and start having expensive problems. probably Australia is one of the first places where replacing it with a manual one would be carried out if not too difficult. As there have been a few older Defenders converted to autos, which LR did not provide, maybe would be some demand for an appropriate manual conversion for the new ones . Possibly the 6 speed Getrag as used in Puma Defenders with Ford motors if adapter bits to make it fit are practicable. Have heard that in some vehicles in the USA they have been used behind V8's so strength should not be a problem.

Originally Posted by mox

If Land Rover does not propose to produce a ute version of the new Defender in the near future, would not surprise me if someone in Australia creates one from a wagon.

I can also imagine JLR Special Vehicle Operations also getting the green light to make something in a limited run as a marketing / promo opportunity. It would be a ridiculous price but would showcase what could be done.

I tend to skim read every now and again.

From this thread I have gleaned the following:

- land rover are now known as a small company

- they lack the capacity to create a car that can appeal to both the yuppie and the farmer.

- they can no longer compete in the competitive markets they used to compete in.

- their balls have shrivelled.


Did I miss anything?

Manic - the change is best summarised by JLR’s Chief Commercial Officer:

JLR plans to scale back its sales ambitions in favor of profits. The plan had been to focus on being a more boutique manufacturer that has the power to entice customers without the need for a discount, Braeutigam said.

“We feel our brands are so premium, so exclusive, that we want to create demand, not push supply,” he said.

Translated - pretentious profit takers.

Land Rover was never a high volume manufacturer. Their annual output was not much more than a morning's work at Chevrolet. Refer to my post No. 69 in this thread. Why reserve some of a miniscule production capacity for lower price & lower profit vehicles when you can use this capacity to make high profit luxury cars. The dividends and the bottom line are what matters.