Land Rover has officially confirmed pricing for the all-new Defender in entry-level 90 spec, with orders commencing now ahead of deliveries beginning in the summer.
The Defender 90 is priced from £40,290, with the larger 110 variant priced from £45,240. Despite its two-door layout, the 90 can accommodate six people.
A commercial derivative will join the range later this year, priced from around £35,000 plus VAT. Following that will be a plug-in hybrid model, for which pricing has yet to be detailed.
Land Rover claims 1.21m people have configured a Defender on the brand's site, with over half choosing one of the four Accessory Packs: Explorer, Adventure, Country and Urban.
The Land Rover Defender has been reborn as a mainstream model for the global market, taking heavy design and capability cues from the iconic original, which was withdrawn from sale in 2016, and the 2009-2016 Land Rover Discovery 4.
In balancing the demands of hardcore enthusiasts and the need to give the car more widespread appeal, Land Rover has sought to build a viable business case for future generations of the Defender. By the time the previous model went off sale, fewer than 5000 Defenders a year were delivered to retail buyers, with bulk business purchases taking that to around 15,000 cars. In order to be sustainable, the new model must sell close to five times that figure, according to insiders, joining the Discovery in taking the firm’s newest plant in Nitra, Slovakia up to its 150,000 annual production capacity.
Crucially, to that end, the new Defender has been engineered to meet global car regulations, including the world’s two largest markets, China and the US, where it previously had negligible impact because of regulatory restrictions by the time production was halted. In total, it will now be sold in 128 territories.
The new Defender will also be available with a greater breadth of capabilities than any other Land Rover before. The line-up will range from humanitarian and military models through to lifestyle-orientated versions that can be supplemented with more than 170 individual accessories, likely taking the price into at least Range Rover territory and potentially well beyond £100,000 for top-end versions.
Join the debate
Add your comment
It will all be in the testing
The design had to change, and what's wrong with more comfortable seats and a bit of refinement? A bad seat doesn't make for a stronger vehicle. Durability isn't proved through pain.
Looks aside, it will do well if its proved rugged and well built, let's hope they've got it right. If so, the Inneos is finished before it's started.
You'll only get one chance, Landover...
I guess their pricing
I guess their pricing strategy makes sense (mostly). Want a top notch premium off-roader then buy a Defender. Want a top notch Luxury off-roader for about the same money instead the buy a Velar. Want a very roomy and all round premium off-roader then buy a Discovery.
Land Rover would presumably then plan to introduce a Land Rover 80 at about the 30k level with the potential for a spartan Land Rover 60 at the 20k level to compete with the Wrangler. That would the. Allow them to slow a new Freelander (labeled as a Discovery) at the 25k price point
Whilst I get it I can't help but think they are in danger of outsmarting themselves. Right now I really dance the new Defender 110 but a few months ago I really wanted a Discovery. So the danger is they are spreading their sales too thin. When what I really want is a Discovery Sport Estate. So the answer is niche products not more of the same.
New Defender
usual toss her from people who do not drive Landrovers . We have had a Series 3 , 90 and various Disco’s . Currently have a D4 and our 3rd Evoque . All used off road and towing various trailers . No reliability problems over last 7 years .
loved our Defrnders , but leaking roof , noise , poor mpg and rust were problems .
looking forward to trying the new 90 . The 110 will probably replace our D4 in 2 years time , as no fan of the D5 .