The cottage business catering to the basic 1948-2016 Land Rovers has grown within the 4 years since basic Defender manufacturing ended. Corporations within the U.Okay., U.S. and elsewhere are hauling dilapidated previous Land Rovers out of barns and garages. They’re rebuilding them with trendy elements and promoting them for six-figure costs. The enterprise is so profitable that even Jaguar Land Rover’s basic division is restoring and modifying prospects’ basic Defenders.
It is this Defender-mania that the Grenadier is hoping to capitalize on. If all goes based on plan, the Grenadier will begin manufacturing someday in 2021 and arrive within the U.S. the next yr with two fashions — an SUV and a stubby short-bed, four-door truck. U.S. distribution plans haven’t but been labored out. The pondering is to “land and develop,” mentioned Mark Tennant, Ineos Automotive’s business director. That’s, the corporate would begin gross sales, presumably direct to customers in markets the place demand for rugged SUVs is highest.
Throughout a media preview of the 2021 Grenadier, firm officers mentioned the automobile has been designed to be succesful, sturdy and dependable.
They mentioned the Grenadier’s invoice of design was impressed by the identical necessities that created the unique 1940 U.S. Military jeep — the precise automobile after which Rover Co. patterned the unique Land Rover.
“From the sooner discussions in regards to the previous Land Rover Defender being retired, [we said] may we do one thing comparable as a result of we imagine there’s a hole out there,” mentioned Tennant.
“What we needed to do is get again to an easier idea the place off-road functionality takes precedent. We had been actually very centered from an early stage making a automobile that might stand by itself 4 tires. You have a look at the automobile, and you recognize that is what it’s meant for. There is a actually sturdy sense of objective within the design,” he mentioned.
There shall be a minimum of one main distinction between the Grenadier and the basic Defender — the inside. The Grenadier can have connectivity and screens, and can have a refined, spacious and comfy inside, says Dirk Heilmann, Ineos Automotive CEO.
Even when the Grenadier involves market in its present type, it may nonetheless face a bumpy experience. It should deal with the brand new crop of robust off-roaders, such because the Ford Bronco, the electrical GMC Hummer SUV, a pair of off-road-capable automobiles from Rivian, the evergreen Jeep Wrangler and the brand new Defender.
Says Heilmann: “We’ve got a large activity in entrance of us, constructing the model and ensuring everybody understands what the proposition is, what the automobile is about and what we’re about.”