Land Rover CEO Doesn’t Feel Threatened by Competition Like the Ford Bronco

Many SUVs that were retired with no hopes of ever returning are making a comeback. The Ford Bronco and the Land Rover Defender 90 are two such SUVs that are getting a second chance at life, and consumers couldn’t be more thrilled. Given that they’re both in the same segment, some may wonder if Land Rover is afraid the Bronco will outshine the Defender 90, but that doesn’t seem to be the case.

Joe Eberhardt isn’t too worried

Competition in the auto world is always fierce, but the SUV segment is really heating up. With the return of so many 4×4 SUVs, it only makes sense to wonder how the CEOs feel about this. In an interview with MotorTrend, Joe Eberhardt, the President and CEO of Land Rover North American, made it clear he’s not that worried.

Eberhardt stated, “Strictly speaking, there is no clearly defined competitive set and audience for the [Land Rover] Defender 90. But the Bronco is having a positive impact on the segment in general. The well-executed Bronco is drawing further attention to the segment, building engagement, and resonating with buyers.”

Given that the Bronco is more often compared to the Wrangler, this makes sense. Some Wrangler drivers even debated on whether they should offer the Jeep wave to Bronco drivers. Even so, more SUVs to go off-roading in is always a good thing, no matter which brand you choose to drive.

The 2021 Land Rover Defender 90 is the best of both worlds

White Land Rover 'Defender' is seen on display during the first day of a two-day-long 'Auto de Glam Expo' on the outskirts of Ahmedabad
The Land Rover Defender | SAM PANTHAKY/AFP via Getty Images

For many SUV drivers, too often it seems like you have to choose between having a serious off-roader or settling for something you can drive to work every day in. The 2021 Land Rover Defender 90 took this as a challenge and managed to find a happy medium. 

The Land Rover Defender 90 is 17.1 inches shorter than the Land Rover Defender, but this can be a good thing depending on how you look at it. The Defender 90 can tackle some of the tougher trails, but it’s still possible to park it when it comes time to go get groceries. 

With only room enough for five to six passengers, the Land Rover Defender 90 isn’t going to be a great family vehicle. It can definitely operate as that if you don’t have a large family. For someone who is looking to squeeze in a car seat between two older kids, it’s going to be an uncomfortable ride, however.

Tragically, the Land Rover Defender 90 seems to be in short supply. Thanks to the Pandemic, Land Rover is having trouble producing enough Defender 90s, and there are a lot of people eager to buy one who will have to wait. Sadly, it appears the Ford Bronco is in the same predicament.

The 2021 Ford Bronco has left consumers wanting more

The 2021 Ford Bronco had some consumers screaming for more. Literally. Thanks to the pandemic, and a shortage of supplies, the Bronco has failed to deliver on some promises, such as the Sasquatch package, a manual transmission, and the hardtop roof.

Now it looks like the Bronco is being delayed again. Due to the semiconductor chip shortage, Ford is struggling to produce Broncos at a fast enough pace to keep up with consumer demand. For those who have ordered a Bronco, they’ll hopefully be getting it this summer. If you haven’t ordered one, you may be in for a long wait.

Even so, the excitement for the new Bronco continues to grow. Its rich heritage is too strong to ignore, and many former owners can’t wait to get their hands on a new Bronco.

Will this take away from the new Land Rover Defender 90? If Joe Eberhardt’s comments are any indication, Land Rover isn’t worried about that.

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