- JLR signed deal to build Defender-branded vehicles in the US with Stellantis help.
- One theory is that an ultra-tough Defender could challenge Ford’s Bronco in US.
- But premium Ramcharger-based SUV may better suit wealthy American buyers.
JLR says America is its biggest opportunity for growth, and a new partnership with Stellantis could help unlock it. The pair signed a deal in May that could allow Defender-branded vehicles to be built in American Stellantis factories, sidestepping tariffs and better targeting the wants of US drivers. But what new kind of Defender can we expect?
The Brit brand’s executives revealed to investors that future Defender variants developed with Stellantis technology could help it “tap into adjacent segments” where it currently has no presence. The company hasn’t said exactly what those products might be, leaving plenty of room for speculation.
Related: JLR May Build A Stellantis-Based Defender In America
One theory put forward this week by Automotive News is that JLR might launch a simpler, more rugged Defender aimed squarely at tough, off-road vehicles like the Ford Bronco, and also the Ineos Grenadier, which only exists because Land Rover retired the original Defender.
A stripped-back Defender positioned below today’s model could make sense. Stellantis already has body-on-frame platforms, serious off-road expertise, and a growing portfolio of rugged SUVs. A more affordable Defender could give Land Rover another shot at customers currently considering Broncos, Wranglers, and Grenadiers. And a pickup variant – something the current Defender doesn’t offer – would be a logical spinoff for America.
The same investor presentation emphasized America’s extraordinary concentration of wealth. CEO PB Balaji pointed to the huge number of “millionaires and billionaires” in the country while arguing that JLR has barely scratched the surface of its potential. He also noted that the company sees significant room for expansion in the market.
And If It’s Not A Bronco Rival?
That makes us wonder about another possibility. Stellantis is preparing a Ram Ramcharger SUV for launch later this decade. Reports suggest it will share plenty with the Jeep Grand Wagoneer while developing its own identity, likely including V8 power and a more performance-oriented character. Could JLR use it as the basis for a larger, tougher, ultra-premium Defender aimed at affluent American buyers?
This is just speculation on our part, but a vehicle like that would fit neatly between today’s Defender and the most luxurious Range Rover models. Imagine a full-size off-roader with unmistakable Defender styling, serious towing capability, V8 power, and a six-figure price tag. That sounds much closer to JLR’s profit goals than chasing Bronco buyers.
Whatever form these new products take, America is clearly becoming the center of JLR’s strategy. North America already accounts for roughly 28 percent of the company’s global sales, and executives want the business there to grow dramatically so that US sales are eventually as big as the company’s 350,000+ global registrations today.
