RE: One-off Selfridges V8 Defender announced

RE: One-off Selfridges V8 Defender announced

Tuesday 9th October

One-off Selfridges V8 Defender announced

Unique soft-top to be displayed inside menswear department. Forebears to turn in rusty scrapyard graves



Those of you who fear that the agrarian, utilitarian, go-anywhere-ian practicality of the previous Defender won't make its way beyond the marketing bumf of the replacement, look away now. Because, despite this particular story being about an admittedly very cool version the good ol' off-roader - a car which JLR keeps finding excuses to resurrect, Zonda-style - its angle seemingly reveals a great deal about the demographic Land Rover now aims to appeal to.

See, Land Rover Classic has announced the creation of a one-off Defender, based around the advancements made for its 70th anniversary Works V8 cars. As such it features the chassis and powertrain upgrades introduced on that model, including a 405hp, 380lb ft V8 mated to an eight-speed ZF automatic transmission, as well as uprated brakes and suspension. Inside, 'period-style' seats with chocolate leather upholstery and ivory cross-stitching are combined with an infotainment system housed in a classically-styled head unit, a heritage-style folding windscreen and half-height doors to deliver modern comfort and convenience in a retro-inspired package. So far so good.


The vehicle, which began life as a 2016 Defender 110 Pick Up but has officially been converted into a 110 Soft Top, is finished in Bronze Green with a branded hood in trademark Selfridges yellow. Why Selfridges yellow? Because upon completion of the project, Land Rover Classic's engineers' next task was to part disassemble the Defender and cart it down to London, where its chassis was rolled through a first floor window of the famous department store.

Here it will form the centrepiece of the new Selfridges menswear department when it opens on October 29th, having been reassembled live in front of customers over the next four days, and then kept under a protective cover while remodelling of the floor itself is completed over the following weeks.


Explaining the stunt, JLR Classic Director, Tim Hannig, said: "Our skilled engineers and craftsmen can tailor vehicles to meet any request, from applying unique paintwork or interior trim to delivering far-reaching mechanical enhancements. The Selfridges Edition shows what can be achieved and we can't wait to see it take pride of place in the famous department store."

Soft tops, of course, have a special place in Land Rover lore, with both pre-production examples of the Series I and the final ever Defender sporting the design. The motivation for this project though feels quite far removed from the objectives of its forbears. Wealthy and fancy an old Defender? Pay Land Rover Classic to have it tarted up. Wealthy and want a new Defender? Well, watch this space...

Author
Discussion

sidesauce

Original Poster:

793 posts

152 months

Tuesday 9th October
quotequote all
Selfridges yellow?? Mmm, discreet...

I wonder who will eventually end up owning it - a private buyer? Or does it go back to JLR themselves?

Was in Selfridges last week and can see where it'll sit in the store; rebuilding it in front of the customers will be interesting.

Burwood

9,905 posts

180 months

Tuesday 9th October
quotequote all
And next week selfridges enters a CVA smile

CS Garth

1,696 posts

39 months

Tuesday 9th October
quotequote all
A canny move - lots of tourist footfall at Selfridges means it will be seen by multiple nationalities. All helps keep the Defender brand alive pre launch of the new one

gary71

1,374 posts

113 months

Tuesday 9th October
quotequote all
Have to ask if there is space to park the mobile crane on the bottom floor couldn’t you have just driven the Defender in? smile

coppice

4,781 posts

78 months

Tuesday 9th October
quotequote all
Why don't we just let this relic die with dignity ? Nobody was remotely interested in Land Rovers until they became - retch - 'icons' about 15years ago . Hopelessly outdated , ghastly to drive and superseded by Japanese trucks years ago . Big in Shoreditch , not so popular in Masham . Plenty in Thirsk , where I live, as it is the home of Twisted. Good luck to 'em but the LR's new found status remains a mystery to me.

I blame Octane , Classic and Sports Car and all those beardy off- grid survivalists who have a thing about dicking about with winches at weekends ...
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cookie1600

974 posts

95 months

Tuesday 9th October
quotequote all
gary71 said:
Have to ask if there is space to park the mobile crane on the bottom floor couldn’t you have just driven the Defender in? smile


Where's the stunt/advertising in that then?!!

Francis85

105 posts

2 months

Tuesday 9th October
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I wonder what Mr Foxley thinks about this.

TrickyTrevM5

272 posts

120 months

Tuesday 9th October
quotequote all
This is sadly a PR stunt when in fact no one is buying any Land Rovers.

Didn't the same thing happen in the 80s? Products were a bit past it, and overtaken by others with better technology and smarter looking vehicles with similar capabilities?

I love my Vogue and loved the Discovery 3 i had before it, but i find it hard to love the new Disco - i thought it was grower but it doesn't seem to be for me.

The final edition of the Disco 4 was to my eyes a better looking car. This is the one that they should have 'Done a G-Wagen' to' and let the defender be the icon that it was and allow it nostalgically disappear over the horizon.. Doing a G-Wagen on this Disco 4 would have created brand cache etc, while allowing the new model to sit in the line up like the Merc GLS. Disco 4 with an SVR engine and flat screen info centre plus all the other tech / off road ability, for 120-140k? certainly sir, step this way....

There is a lot of people in the midlands who would much prefer the brand to look at ways to produce relevant vehicles for their markets rather than impress a few people on zone 1 and tourists - many of whom will take photos but wold never dream of buying a Land Rover.

The only saving grace is - when BL woke to the fact that they were missing the market, they went away and came back with the Discovery. Hopefully they will do the same again...


my two pence.... good luck to JLR.

Remagel2507

1,454 posts

126 months

Tuesday 9th October
quotequote all
The colour combo sounds nice and no doubt will look good in the store but have to ask, if this is merely going to be a static piece and never move, why go to the trouble of fitting the V8?

Fire99

9,342 posts

163 months

Tuesday 9th October
quotequote all
TrickyTrevM5 said:
This is sadly a PR stunt when in fact no one is buying any Land Rovers.
I'd pretty much agree.. September sales in their biggest market (China) are down 46% and there's to be a 2 week shutdown at JLR, so their sales aren't that strong at the moment.

Maybe i'd stop short of 'money for old rope' but they seem to be generating some relatively easy money with these E-Type recreations & Defender 'works' specials etc. Though the cynic in me would say it's a fine line between capturing a market trend, and scraping the bottom of any saucepan to earn a few quid.

I would say in the UK and Ireland I see quite a lot of relatively new Range Rovers / Land Rovers, appealing to those who perhaps like to parade a bit of wealth around, but I'd doubt that amounts to a particularly large worldwide sales volume. Personally, I think JLR have oversaturated with too many very similar models and have dragged their feet with the Defender replacement. I think they need a utilitarian model as some kind of 'halo' model to remind the world of what Land Rover's roots are..
If I were to really go for broke, I'd go for a more upmarket Suzuki Jimny, which when you go around the houses would effectively be a more modern Defender... So perhaps the lack of a new true Defender, has been a bigger weakness for JLR than we think..

GranCab

1,226 posts

80 months

Tuesday 9th October
quotequote all
gary71 said:
Have to ask if there is space to park the mobile crane on the bottom floor couldn’t you have just driven the Defender in? smile
I think you'll find the crane is outside Selfridges .... banghead

redroadster

729 posts

166 months

Tuesday 9th October
quotequote all
The ever increasing prices asked for there products has got to be a reason in declining sales simply over priced

sidesauce

Original Poster:

793 posts

152 months

Tuesday 9th October
quotequote all
gary71 said:
Have to ask if there is space to park the mobile crane on the bottom floor couldn’t you have just driven the Defender in? smile
Menswear is on the 1st floor, not the ground floor so no chance of driving it in.

TegTypeR

27 posts

66 months

Tuesday 9th October
quotequote all
A working museum piece.

I don't doubt when they are done with it in store, it will be sold to a collector who will stash it away somewhere.

I see a lot of people are looking at this cynically but vehicles like this are rapidly becoming trinkets. In real terms, high end car brands are marketing themselves in the same way as fashion brands such as Burberry, Louis Vuitton etc.

The car industry is changing and if this is what they have to do to adapt then so be it, if we like it or not.

CS Garth

1,696 posts

39 months

Tuesday 9th October
quotequote all
sidesauce said:
gary71 said:
Have to ask if there is space to park the mobile crane on the bottom floor couldn’t you have just driven the Defender in? smile
Menswear is on the 1st floor, not the ground floor so no chance of driving it in.
Makeup is on ground though........

300bhp/ton

34,758 posts

124 months

Tuesday 9th October
quotequote all
coppice said:
Hopelessly outdated , ghastly to drive and superseded by Japanese trucks years ago .
How exactly are they out dated with coil suspension and disc brakes, when nearly all the Jap truck run live axles, leaf springs and drums.... rolleyes

spreadsheet monkey

3,383 posts

161 months

Tuesday 9th October
quotequote all
Fire99 said:
Personally, I think JLR have oversaturated with too many very similar models and have dragged their feet with the Defender replacement. I think they need a utilitarian model as some kind of 'halo' model to remind the world of what Land Rover's roots are..
Agree with this. Even if they don’t make any money on the Defender replacement, it needs to exist, in order to help sell more Range Rovers and Discoveries.

Compare with BMW - I can’t imagine they make much profit on the M3, but it’s an important part of their high performance image and it helps them sell a lot of 318d M-Sports...

oilit

430 posts

112 months

Tuesday 9th October
quotequote all
they aren't the first, and certainly won't be the last to do some weird stuff in the name of marketing :-




sgtBerbatov

755 posts

15 months

Tuesday 9th October
quotequote all
300bhp/ton said:
coppice said:
Hopelessly outdated , ghastly to drive and superseded by Japanese trucks years ago .
How exactly are they out dated with coil suspension and disc brakes, when nearly all the Jap truck run live axles, leaf springs and drums.... rolleyes
There's a reason why you don't see Land Rovers used in the Australian outback, or even on UN missions.

sidesauce

Original Poster:

793 posts

152 months

Tuesday 9th October
quotequote all
CS Garth said:
sidesauce said:
gary71 said:
Have to ask if there is space to park the mobile crane on the bottom floor couldn’t you have just driven the Defender in? smile
Menswear is on the 1st floor, not the ground floor so no chance of driving it in.
Makeup is on ground though........
If we weren't being expressly told where they were putting it I'd be inclined to agree with you but...... readit
Article said:
Here it will form the centrepiece of the new Selfridges menswear department when it opens on October 29th