Defenders were not all sold off dealers floors, most were bought direct on purchase orders.The jury is out on whether they sell like hot cakes. The number of car start ups that deliver success is tiny, even when they are bankrolled by billionaires. Ineos have no dealer network, no reputation, no brand. It’s all got to be built.
I doubt JLR are losing any sleep over this; they’ve got a sure fire global winner on their hands with the new Defender. Wouldn’t surprise me to see the Defender pushing 100000 units a year with much bigger margins than Ineos.