Such is the demand for those models in its big markets of the US and China that they will remain the company’s focus for the foreseeable, despite indicating that the chip crisis is easing.
Land Rover has even gone to three shifts for the Defender at its Slovakian plant, increasing deliveries for that model and reducing its forward order book.
Range Rover and Range Rover Sport sales will climb about 10% in the three months to the end of March, according to Mardell.
“Next year, we still believe we will still be talking about higher than ideal order banks,” he said said of the financial year starting on 1 April.
Future launches aren’t about to bring the average selling price down any time soon. The next model out of the gate is the electric Range Rover in 2024, which is expected to cost well over £100,000. The first of the new Jaguar EVs are on track for 2025, Mardell said, but will target a price bracket that’s more Range Rover than Evoque. Subsequent electric launches including Defender and “other Range Rovers” will come within two years of the electric Range Rover, Mardell said.
JLR isn’t specifically halting orders on lower priced models, according to its websites, but it does warn about lengthier delivery times due to the shortage of chips. The company also tamps down demand by cutting marketing around the products, including not offering discounts or other incentives.