Land Rover DC100 concepts

September 2011

“Vehicle capability will be at the core of the appeal of the new Land Rover DC100, when it goes on sale in 2015” Land Rover boss John Edwards has told Auto Express at the Frankfurt Motor Show.

The vehicle, which Edwards says is targeting a price of “around £20 to £25,000” must be accessible financially too.

“While our Range Rover family is about luxury, and the strength of its image, the Defender family, and we do plan a family of vehicles, will be much more about function.”

To underline the claim, the firm showed off this commercial version of the DC100 at the event.

“Will the Red Cross be interested in buying a Range Rover?” said Edwards of the DC100 commercial concept car “I don’t think so, but I do believe we need to make sure the DC100 is relevant to them.”

Pricing the DC100 aggressively could also deliver an extra opportunity for Land Rover.
“The SUV market is growing rapidly, and there is a whole segment of cars, in the under £20,000 segment that we don’t touch. This has got to be an opportunity for us.”

Design director Gerry McGovern agreed. “At its core, the DC100 must be about capability, but cars like the Range Rover Evoque prove that design can also lead. The design must be in harmony with function.”

Powered by a four-cylinder petrol engine, which Auto Express expects will be developed in partnership with Tata, the DC100 also gets a new platform, and advanced off road technologies, including a new active terrain response system.