Official: JLR confirms electric Defender ‘Sport’ for launch in 2027
Cameron acknowledged that Defender EV test cars had already been spotted by Autocar’s spy photographers and said the firm was “well advanced” with development.
He also noted that the firm had put a focus on “maintaining our test cycles”, rather than trying to chase a faster development cycle in order to keep up with Chinese rivals.
“What has disrupted our industry hugely are shrunken test cycles due to some of the Chinese brands,” he said. “Their speed to market is just incredible. But we have always maintained that we need to have at least two winter test cycles and two hot weather test cycles for a Defender. We’re looking at ways to shrink our product development time, but we don’t want to compromise on quality and longevity and all the things you have to deliver as a luxury brand.”
Cameron also indicated that JLR has put a focus on where it can best add value, saying: “As a business we’re looking at where do we partner, and where do we build in-house, You’ve got to work out your core competencies. If you look at the EV world, the actual battery pack and the electric drive units have, to some extent, become commodities. But do they give us the torque characteristics and off-road drivability that Defender has to have? Those are big decisions: the quickest way to market is to buy all that in, but that’s not necessarily the right answer for Defender.”
Brand building
Cameron wouldn’t be drawn on specific product plans beyond the brand’s first EV, but when asked how big a potential Defender line-up could become, he said: “Huge.”
That is likely to include multiple powertrain options given what Cameron called “the complexity of EV adoption”, which results in the level of customer demand lagging behind the expectation of legislators. That’s a challenge given Defender’s global footprint: a majority of its UK sales are currently diesel, while its biggest market is now the US, where electrification is firmly on the back burner. The importance of the US market is likely to have steered the addition of hybrid power to EMA.
“Our strategy is to offer as much choice for as long as we can,” said Cameron.
“Clearly with the Defender, because of the capabilities, toughness, the weight and the geometry of it, as long as we can keep selling petrol and diesel with hybridisation and other forms of interim technology, we’ll continue to do so.”
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