Defender set to lead from front
/The old one spent its last years as a niche choice. The new won’t have that luxury – it’s expected to do a big job for Jaguar Land Rover New Zealand.
Paul Ricketts (left) and Steve Kenchington believe Defender will secure up to 30 percent of Land Rover volume within the next 12 months.
THINK Vera Lynn and Adele.
Two huge world-renowned, household name stars but each very much of their own respective times. So much so that no-one would ever imagine the passing of the first would trigger an enhanced allegiance to the other.
It’s the same with the Defender. The old one was such an icon – an automotive Vera, you could say. You’ll never hear Land Rover New Zealand ever say anything less. That it has now gone into history does not demean what it is, what it did, how it should be remembered.
Of course, at same token, the past is the past and the future belongs to a new Defender. Still hugely rugged off-road, yet obviously from another world in respect to its luxuries, look and tech. Especially tech. It’s jammed with up-to-the-minute assists. One example: ClearSight Ground View technology, which utilises small cameras to film the ground in front of the wheels to show you what you’re about to drive into if you’re off-roading. Personally, I couldn’t get enough of this during the car’s first media drive.
So, yeah, it’s amazingly special. So, even those fans who cannot break away from the illustrious past need excuse the Auckland-domiciled brand for putting their effort into getting the successor line established.
Though, actually, that’s not the right word. Effort, that is. So far, little of this has been required.
In conversation during the model’s media reveal, Steve Kenchington, the general manager of Jaguar Land Rover’s distributor, Motorcorp, and national JLR product manager Paul Ricketts were delighted to admit the car has so far basically sold itself, with almost every unit in the first shipment of 115 units already accounted for. (Don’t worry, more are coming).
It’s a strong start, one befitting a strong product. On that note, Defender is expected to pull itself out of the rut of niche-dom. It’s back to being what it once was, back in the day before its maker had even discovered the Discovery: A mainstream competitor.
MotoringNZ: “Is it fair to call this your most important model of the past five years?”
Steve Kenchington: “Without a doubt. I’d suggest it’s probably we will ever have in our careers.”
MNZ: Defender is an icon, but had also become remarkable niche in its it final decade – basically, by then it had fallen out of all workplace use. Taking into account that Land Rover has developed Hardtop models that are designed for work, how challenging will it be the re-establish it in that sphere, or have those days gone?
Kenchington: “I don’t think they have gone. We’re still researching and undertaking some analysis about what we might be able to do with the commercial vehicles. I’d just point out that there is a lot of DNA from the old Defender that has gone into the new one. Which is why I think the pursists are going to love the new Defender.
“We certainly think we are going to capture some of them (the old model’s fanbase). But we also think this new vehicle is going to provide a much bigger audience.”
MNZ: “On that note, it we look forward to this time next year, what percentage of total Land Rover volume should new Defender be achieving?
Kenchington: “It’s a quite difficult to say … it’s not a Discovery, even though it reaches into the Discovery price area, and it’s not a Range Rover. Even though we expect a lot of early adopters will be buying the very high spec editions to start, we think the main thrust will be from the D240 in the $115,000 price area.
“Yes, it will cross over into Discovery, but I think they are two very different customer sets.
“In terms of our overall volume? We’re thinking it could achieve 25 to 30 percent. And 90 percent of that we see as being incremental.”
MNZ: “Just getting back to the ‘purist’ viewpoint of this car – do you really care if some fans of the old one just cannot see anything to like from the new; does it matter?
Kenchington: “It does to me. Old Defender is an icon and certainly during the design, build and testing phases it was always about trying to create another icon. We want the purists to love it … so long as they understand that it has had to evolve into what it has become today.
“For the survival of a brand you have got to get volume.”
MNZ: “Speaking of that, you seem to have got of to an excellent start, with almost your first shipment already accounted for. A good sign of it being what the market is waiting for?”
Paul Ricketts: “115 have landed in the country and we expected more than 300 over the next year. The supply chain for Defender is solid. Defender has been a key focus for Land Rover and so, where some of the factories were affected more by Covid, Defender production was able to continue on.”
MNZ: As you say, the Defender plant in Slovakia seems to have escaped the coronavirus crisis. But, of course, car plants in the United Kingdom – from where the majority of Jaguar Land Rover product still sources – were hit. Is there concern that some other product lines by be hit by supply shortages?
Kenchington: “We haven’t seen it. Our volumes are extremely strong at the moment and it’s across all the model line ups. Top-end volume has been remarkably strong, but we’ve seen good sales across Discovery, Discover Sport and Range Rover Evoque and Velar. We’re getting a really good mix of volume.
“From Defender point of view, we always anticipated 300 for the year but we are already realigning that, to 400 unites, based on the initial inquiry levels we’ve had.”
MNZ: “So the commonly-heard viewpoint from thin industry at the moment about how people are buying cars because they cannot take expensive holidays overseas is ringing true?
Kenchington: “Absolutely. It’s very true.”
MNZ: “Your main thrust in the initial period will be with D240 and the P400, but do you imagine these will be the mainstay choices in the long run?
Ricketts: “Over this year it will be the D240 SE. Going forward we will have the D300 with the in-line six-cylinder Ingenium diesel and we can see that becoming very strong.”
MNZ: “Keeping with engines, it’s all but confirmed that the line will include another petrol V8 – in SVX guise - and that there is also a plug-in hybrid coming; what can you tell us about those and where do they fit in to your planning?
Kenchington: “We’re really excited … we can’t wait! We don’t know too much about SVX but there is a lot of expectation around it. It’s going to be the very extreme off-road vehicle of the same flavour as the very extreme Discovery that got put on ice because they’ve decided to launch it in Defender first.
“We’re very excited for that and see a strong market for it. Land Rover has established a strong SV (special vehicles) credibility.”
Ricketts: “We’ve already had lots of customers inquire about the plug-in hybrid. It’ll be available next year with the P300 engine and 100PS of battery.”
