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Land Rover Legend Lives On
13th February, 2007 | ||||
Customer demand for the Defender continues and overnight, in England,
saw a substantially revised new model for 2007 roll off the production
line at Solihull. Land Rover employees celebrated this important milestone
which marks the continued success of the iconic model which began it's
career in 1948. The new model goes on sale this northern spring and will feature
significant upgrades to enhance the ownership experience and meet
forthcoming legislation. The extension to the long life of
Defender, which has been in production in various forms since 1948, will
preserve more than 750 jobs at the Solihull factory where it is produced
alongside the Range Rover, Range Rover Sport and Discovery 3. Annual production of Defender has
remained consistent at around 25,000 units in recent years, with much of the
demand coming from large contract orders. For example, the Italian energy
distribution company, Ente Nazionale Elettricita, recently placed an order for
over 900 Defenders. Since its emergence, nearly 60 years
ago, the original Land Rover has carved a heroic path through some of the
world’s remotest regions and it's estimated that around two thirds of all Land
Rovers are still in use. “Defender remains a significant
contributor to the business as well as an enduring symbol of Land Rover’s 4x4
heritage,” said Phil Popham, Land Rover’s Managing Director. “Its simple
concept hasn’t changed fundamentally over the years, but it remains as relevant
as ever." “Defender continues to play a vital
role for emergency services, aid workers and farmers around the world. As we
grow Land Rover we’re not forgetting our core values and our traditional
customers.” With a rugged ladder-frame
box-section chassis and aluminium bodywork, the Defender is incredibly tough.
Its practical advantages include its unmatched combination of off-road
supremacy, carrying capacity and towing capability. The Defender name was introduced in
1990 but the model is a direct 'descendant' of the original Land Rover introduced
in 1948. Production of Defender and its predecessors has passed 1.8 million. Commenting on the introduction of the
model updated for 2007, Paul Cope, Manufacturing Director at Solihull said: “The
introduction of Defender 07 Model Year is recognition that consumer demand
remains very strong for this iconic model. The 07 Model Year with its new design
enhancements, will ensure that Defender remains a key contributor to the success
of the Solihull manufacturing site. Our manufacturing team is absolutely
dedicated to increasing customer satisfaction by making the 07 Model Year
Defender, the best Defender yet.” The Australian introduction date of the new model has not yet been confirmed. |
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