Land Rover Defender – Modernised but still iconic

14 May 2020

14 May 2020

The all-new Land Rover Defender has a fully modernised and sophisticated exterior design but maintains its iconic off-roader essence. This also applies to the interior, which combines high-tech features and connectivity with high-quality materials, providing a sense of durability. Roominess for passengers is outstanding and the boot is larger than in competitor models. Land Rover has also pushed the Defender further in testing than any model before it and, consequently, it has impressive off-road capabilities and stable on-road handling.

The price difference compared to the old Defender is considerable and this means the car may no longer attract many of its original customers, who sought a 4x4 workhorse. However, the new Defender only competes against a handful of older rivals. These include the Jeep Wrangler, the more expensive Mercedes-Benz G Class, which was launched in 2018, and the Toyota Land Cruiser, which was facelifted in 2018.

Beyond these models, consumers would have to look at cheaper or smaller alternatives that are less capable. This means sales pressure is low and so there is an opportunity for the Defender to have a strong positioning in its segment.

Click here or on the image below to read Autovista Group’s benchmarking of the new Land Rover Defender in France, Germany, Spain and the UK.

We present new prices, forecast residual values and SWOT (strengths, weaknesses, opportunities and threats) analysis.

Defender SWOT analysis with hyperlink