Saturday, 30 July 2011

Land Rover Defender may or may not continue in the European auto market

Land Rover Defender isn’t one that fades out of memory that easily but given the circumstances it may soon be an off roader of the past. Changes in European emissions regulations have put the Defender’s journey in an unknown charter with Land Rover uncertain about whether the off roader should be continued or not.

The current Land Rover Defender finds support from utility companies and rescue services based on durability and off-road capability. Changes considered for the Land Rover Defender’s onward journey include updating engines and safety equipment to conform to new regulations. The costlier change borders around a new platform that shares parts from newer Jaguar/Land Rover vehicles. This said, there’s a third course of action Land Rover is considering for the Defender. Previously,  Land Rover withdrew the Defender from the American market in 1996 instead of investing in airbags for the iconic truck.
Managing director of Land Rover’s U.K. operations, Colin Green had this to say. “Another option…is that we abandon that section of the market.” “It’s our least preferred choice, because we have serviced that customer base for a long time, but there’s no point in servicing the customer and not the business. We have to make money and all three options are on the table.” “If we get it wrong we are messing up one of the industry’s biggest icons, and in that sense it’s a tremendous responsibility.”

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