Wednesday, July 28, 2021
News Defender's Triumphant Return: Already Brand's Second-Best Seller

Defender’s Triumphant Return: Already Brand’s Second-Best Seller

Land Rover hot commodity this year

  • The Land Rover Defender’s rebirth is a hit with buyers and the board members alike

  • Narrowly missed being best-selling Land Rover last quarter


Like everyone else in the auto industry, Jaguar Land Rover is seeing constraints due to the semiconductor shortage. Despite that, company sales are up massively over last year and the new Land Rover Defender has become the second-best-selling Land Rover model already.

JLR reported 124,537 sales for the quarter ending June 30th, up nearly 70 percent from the COVID-battered second quarter of 2020. All models other than the Jaguar XE saw increases, and the company reported that it would have shipped 30,000 more units to China had it not been for the shortage of semiconductors and other COVID-19 related issues.

The top-selling Land Rover (via Automotive News Europe) was the Range Rover Evoque with 17,622 models sold. Hot on its heels was the new Defender with 17,194, and JLR still has a new seven-seat Defender yet to hit the market which should drive sales even higher.

The company has 110,000 orders in its customer order bank, meaning vehicles already spoken for by customers, and nearly 30,000 of those were for the Defender. The Land Rover Discovery, built at the same plant in Slovakia as the Defender, is the brand’s worst-selling model. Its 6,168 units are just half of the next-lowest Range Rover at 12,300.

“The present semiconductor supply issues represent a significant near-term challenge for the industry which will take time to work through but we are encouraged by the strong demand we see for when supply recovers. We are taking strong steps to ensure the security of our supply chain for the future, working with our suppliers and chip manufacturers directly to increase the visibility and control over the chip supply for our vehicles,” said company CEO Thierry Bolloré

 

 

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