Land Rover to target Toyota Hilux, which sold 549,000 units worldwide in 2011

#1
Land Rover to target Toyota Hilux, which sold 549,000 units worldwide in 2011

It is not known if there has been a deliberate policy of releasing “miss-information” from Land Rover’s headquarters, or that whatever information was released has been interpreted mischievously by the British motoring press. Possibly a combination of the two?!

Recent speculation within the press, has certainly caused some concern - at least to this observer of the British automotive industry !

+ Speculation that the Range Rover Sport, and the Discovery, would both be replaced by a single “slopey-roofed” seven seat vehicle - promised an unwieldy, elongated, ungainly, and inelegant ’Sport replacement; and, a compromised, restricted headroom (for the third row of seats), replacement for the Discovery.

+ Speculation about a “slopey-roofed” replacement for the Range Rover, seemed to miss altogether the required presence, gravitas, and rear headroom, associated with the Range Rover - now firmly ensconced within the industry’s “luxury” market sector.

However, for those who are interested in the continuing success and prosperity of the British automotive industry, the 28 MARCH 2012 issue of AUTOCAR (pages 6 to 9), lays to rest most of the above concerns.


Fortunately, pages 6 and 7, of the 28 MARCH 2012 issue of AUTOCAR, confirm that the,

“ Range Rover’s design team hasn’t strayed too far from the (established) look of today’s model, although the upright boxiness of today’s car has been significantly softened. ”
Whilst page 9, confirms that there is still the possibility of an elongated “slopey-roofed” seven seat ’Sport, it is suggested that this is in-addition-to, the continuation of the existing, elegant ’Sport.

The possibility of an elongated “slopey-roofed” Evoque XL, is also shown. Fortunately, it is suggested that this too, would be in-addition-to, the continuation of the very popular, and successful, recently announced, three and five door (standard) Evoque.


Page 9, of the 28 MARCH 2012 issue of AUTOCAR, confirms that the much-touted DC100 is actually likely to be a “ . . £20,000 to £25,000 in reality . . . new entry-level model of what Land Rover internally refers to as its leisure-oriented range . . ”.

It is suggested that the rest of the “leisure range” of vehicles is - would continue to be - the Freelander, and the Discovery.

However, AUTOCAR reports that,

“Land Rover is also planning too inject more desirability into the design of the leisure models . . . using sportiness, more arresting styling and more car-like interiors. (Land Rover’s design chief Gerry) McGovern believes that, more differentiation is needed between the Mk4 Range Rover, out early next year, and the next Discovery, suggesting that the Disco’ will survive as an upmarket (leisure) seven-seater wearing the Land Rover brand, rather than being absorbed into the new (utility) Defender line-up”.

The previous re-styling of both the Freelander, and the Discovery, to include the “bling” of the Range Rover’s “cheese-grater” radiator grill/front styling, has certainly led to confusion as to where both these two models are meant to be, and as to what both these two models are meant to represent.

The much-lauded front styling of the DC100, could/should be adopted as the “face” of all the “leisure range” of vehicles that will continue to include the Freelander, and the Discovery.

As both the existing Freelander, and the Discovery, are now a little long-in-the-tooth, they would both be rejuvenated - and it would herald the arrival of the DC100 as a £20,000 to £25,000 new entry-level model, below them - if the much lauded “face” (radiator grill/front styling), of the DC100 were to be grafted on to both the Freelander, and the Discovery, before they are both eventually replaced by totally new models.


Unfortunately, page 9 of the 28 MARCH 2012 issue of AUTOCAR, shows the proposed new utility Defender replacement - that is going to target the success of the Toyota Hilux which (with double wishbone/coil front suspension, and industry standard semi-elliptic leaf spring rear suspension), sold 549,000 units worldwide in 2011 - as being part of the DC100, Freelander, and Discovery, range of “leisure” vehicles.

This may have only been done because of a lack of space in the magazine. However, as it is acknowledged that the proposed new utility Defender replacement, is separate, and distinct,

+ from the DC100, Freelander, and Discovery, range of “leisure” vehicles and,

+ certainly from the whole range of vehicles that comprise the Range Rover sub brand of “luxury” vehicles.

It would have been helpful if the various models that comprise the proposed variants of the new utility Defender replacement, could have been shown in its own, individual, column.


It is certainly a task that Land Rover’s design chief Gerry McGovern will relish, to design yet a new, third, distinctive “face” (radiator grill/front styling), that will clearly differentiate the new utility Defender replacement, from again,

+ the DC100, Freelander, and Discovery, range of “leisure” vehicles and,

+ certainly from the whole range of vehicles that comprise the Range Rover sub brand of “luxury” vehicles.


Land Rover earlier protested that it would not seek volume sales, but would adopt the previous naïve Porsche “business plan” as one that would be followed by Land Rover. This blatantly ignored the requirement, necessity (now accepted by Porsche!), for a “critical mass” (wherever it is generated!), to guarantee certain economies of scale in Research & Development, production, marketing and distribution. (This is still something yet to be realised by Aston Martin).

Fortunately, a “side-box” on page 9, of the 28 MARCH 2012 issue of AUTOCAR, confirms that,

. . . the firm is targeting the success of the Toyota Hilux which (with semi-elliptic leaf rear springs), sold 549,000 units worldwide in 2011. Today’s Defender sold just under 20,000 units.

Edwards (Land Rover’s brand boss), says Land Rover is being “encouraged to look at it as a 20-year plan with global potential. ”
With different, distinctive “faces” (radiator grills/front styling), to differentiate and identify all the vehicles within the three separate ranges, sub-brands, it is suggested the appropriate basic mechanical distinctive characteristics would be . . . .


“Utility” DEFENDER “HILUX” ( “Work Rover” / “Hard Rover” )
- Industry standard semi-elliptic leaf spring rear suspension - robust, easy
to improvise repair.
- Low-range transfer case.
- Optional lockable rear differential.
- Ladder frame chassis.
Volkswagen Amarok v's Toyota Hilux Car Review - YouTube
Dual-cab 4WD utes compared: Toyota HiLux versus rivals - www.drive.com.au
Toyota Hilux Pick Up Review | What Car?
http://www.toyota.co.uk/cgi-bin/toyota/bv/frame_start.jsp?id=CC2-Hilux-landing
http://en.wikipedia.org/wiki/Toyota_Hilux



“Leisure” DC100 - FREELANDER - DISCOVERY ( “Home Rover” / ”Play Rover”)
- All round coil spring suspension - with exception of . . . .
- Self-levelling rear (only) air suspension on Discovery’s seven-seat option.
http://www.autocar.co.uk/News/NewsArticle/AllCars/262062/
http://www.landrover.com/gb/en/lr/defender-concept/photo-and-video/



“Luxury” EVOQUE - ’SPORT - RANGE ROVER - etc. ( “Posh Rover”)
- All round coil spring suspension, only on range “entry models”.
- All round air suspension on rest of range.


Observations from others are invited . . . .


(It has been a long Easter holiday !!)

Advice would be appreciated how to move individual photos, to the appropriate position within the text.
 

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#3
Land-Rover are about forty years too late to take on Toyota. FFS, it wasn't even until the 1990s that they produced a military Landrover that had an engine with even adequate power (memories of having to engage low ratio in an FFR CP wagon simply to get up a hill on a German main "A" road....).

Maybe Indian ownership has prompted a change, but up to now LR seemed to have binned the military/agricultural market altogether.
 
#4
. . . . Advice would be appreciated how to move individual photos, to the appropriate position within the text :)
 
#6
Until Landrover strengthen their axles Toyota will lord it over the rocks.

Nothing wrong with Land Rover axles, its the buyers at fault. If you buy a untilities spec Defender with Salisbury's on front and rear they are as tough as old boots.
I've smashed half a dozen diffs in Range Rovers and Defender and without exception it has been down to poor maintenance or driver abuse. Its nearly always a case of never changing the diff oil and expecting it to still take endless abuse.
 
#7
The article is a bit off the mark., I really cannot see Land Rover going back to leaf spring anytime soon.

As for the Hilux, they are truely fooking awful. I sincerely hope Land Rover doesn't see its utility type vehicles (IE the Defender) as being improved by cloning a Hilux
Improve reliability (and get rid of the TDCi lemon) and build quality yes but leaf springs? no thanks.
 
#8
Nothing wrong with Land Rover axles, its the buyers at fault. If you buy a untilities spec Defender with Salisbury's on front and rear they are as tough as old boots.
I've smashed half a dozen diffs in Range Rovers and Defender and without exception it has been down to poor maintenance or driver abuse. Its nearly always a case of never changing the diff oil and expecting it to still take endless abuse.
Agreed but a Hilux will take more abuse with less maintenance. I owned a 90 and had a Hilux as a works vehicle. I found the 90 better at towing but that's about it.
 
#9
Land Rover should stick to Defenders and similar for military and agricultural use as their main effort.

Maybe Range Rover Vogue for the post tw4ts...
 
#10
Agreed but a Hilux will take more abuse with less maintenance. I owned a 90 and had a Hilux as a works vehicle. I found the 90 better at towing but that's about it.
A Hilux will, for a few years and then they broken props, springs, rotten bodies. Put a big load in them and they are even worse.
A Hilux will not do what a Defender will and it certainly won't still be doing it when its 10 or 15 years old.
 
#12
Had a chat with an Indian from TATA seconded to LR two years ago who said a "cheap" Land rover was one of the goals that had been set. Think about it Indian production of a utility design has to be a winner in world terms.
 
#13
Had a chat with an Indian from TATA seconded to LR two years ago who said a "cheap" Land rover was one of the goals that had been set. Think about it Indian production of a utility design has to be a winner in world terms.
I suspect the current Defender production line will end up in India where it doesn't have to worry about Euro specs.
Western markets will get a new Defender and the old one will live on, it was produced in Turkey and Brazil without problem, no reason for it not to live on out East.
 
#14
A Hilux will, for a few years and then they broken props, springs, rotten bodies. Put a big load in them and they are even worse.
A Hilux will not do what a Defender will and it certainly won't still be doing it when its 10 or 15 years old.
Do you think that will be the case in 20 years or so with the new Landrovers?
 
#16
Do you think that will be the case in 20 years or so with the new Landrovers?
If you had asked me a few months ago I would have said no.
I bought myself a 2003 L322 V8 Vogue a couple of months ago to replace a TD5 Discovery 2. The newer Land Rover products are built far better than the older ones.
The exception is the Defender, largely because its an ancient design. Yes its been updated but it was updated by Ford who put that piece of shite TDCi in it. Essentially its been obsolete for more than a decade.

I've been a dyed in the wool live axle fan for decades but the Vogue is good, very good. Its 9 years old, everything works, theres no corrosion and if I could be arsed to put a private plate on you wouldn't able to tell its age at all.
Land Rover's build quality is good, the designs are good.
I've had a lot of Land Rover's and Range Rover's and they are better now than they have ever been, despite my sceptesism of all thing electronic and independent suspension off road, I was wrong. The current generation of Land Rover products are better than they have ever been. Probably better than anything else on the market, Toyota included.
 
#18
I guess LR's product just break down and stop, unlike Toyotas which have "unintended" acceleration ;P


p.s: I know, I know.
I've only ever failed to drive a Land Rover home twic in twenty odd years.
Once when a sliced the sidewalls out of three tyres at the same time (operator error!) and once when an oil cooler pipe let go at 105mph and killed the engine.
I've driven them home running on five cylinders, I've driven them home with halfshafts pulled out and the difflock engaged, with no coolant, with no clutch, broken springs no problem, I've run them a hundred miles plus with only front wheel drive. I even reversed on 3 miles home after breaking the diff and it would only go backwards...
I have an enormous amount of faith in the old *******!
I've seen 6 year old Hilux's go home on the big yellow taxi with something as simple as a bust prop shaft (which usually takes out the fuel tank), I've seen two or three with a snapped chassis. Toyota engines are bomb proof but a Hilux really is a horrible vehicle.

With an unlimited amount of cash to play with, I'd still have a Range Rover. Nothing else comes close.
 

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