The launch of the Land Rover Defender 110 was one of the most anticipated car releases for 2020. Fans of the Land Rover series and James Bond Movies were about to have a treat of a lifetime as the launch could have featured both.

However, the COVID-19 pandemic cut short the excitement as the company had to scale down the official launch. Despite the pandemic, they launched successfully as buyers had waited long, snapping up the cars.

According to Hussein Ibrahim, Managing Director of Inchcape Kenya, 2020 began on a high note as the company experienced significant growth, especially from January until March when the COVID-19 pandemic hit. The company had to make the necessary adjustments to ensure the safety of customers and staff. However, the most significant task was to find ways to adjust to the new normal while ensuring that their customers were able to get the services they need.

Individuals, corporates, NGOs, Diplomats, and Government institutions are key customers for luxury brands such as the Landrover series, BMW, and Jaguar from Inchcape Kenya. According to Hussein, customers are not only looking for cars that make a statement whose utility can serve their needs. No shoe fits all, but in this business, and customers rarely walk in the showroom and buy what they see. They prefer to build their cars.

Most of the conversations we are having with our customers is on style, taste, among other specifications. Hardly do customers walk in and pick what we have. The interesting thing about this is the processes of building the car, choosing the different types of specifications and combinations they need to make that suits them, that’s the joy of this process,” Hussein explains.

There has been an increase in demand for luxury cars in recent years. In spite of the pandemic, Inchcape has continued to experience a demand for luxury cars. The company recorded a significant number of sales units compared to 2019.

“Right now, we are just about 5 or 6 units shy compared to what we did in 2019. Compared to the rest of the companies, we had a better run in 2020,” says Hussein.

Like other companies, Inchcape had to make some changes to maintain customer delivery, especially during the pandemic. Many customers were already in the purchase process and had to be catered for. Car manufacturers such as Jaguar and Landover made new changes and standards that had to be incorporated in the showrooms across the world, which applied here in Kenya too.

Hussein says Inchcape had to change how they were handling the cars, the facility, and one-on-one interactions. Some elements in the vehicles were removed, and others had to be included to ensure they were operating in a safe environment.

During the pandemic, the digital space came in handy with online activations. A virtual launch was held as well as an exclusive 5-day test drive where a limited number of customers got an opportunity to experience the car.

Digitization of services, especially in marketing and customer services, has been vital for luxury brands. Hussein says they had to ensure that the car buying journey is not entirely dependent on face-to-face interaction, hence the introduction of virtual tours.

Interestingly, the company sold out the limited stock launch series, including the 2-liter and 3-litre limited petrol versions.

According to Inchcape Kenya, the next stock will include the 90 series, with a shorter wheelbase. It will have some variations in diesel engines and other additional specifications.

Few facts of the Defender 110

Hill Descent Control (HDC)

Assists you with tricky descents by maintaining a constant speed and applying braking separately to each wheel. Hill Launch Assist ensures the vehicle doesn’t roll backward as it pulls away on an incline. The car also utilizes Gradient Release Control, which is designed to prevent the vehicle accelerating too quickly on a steep incline when the driver releases the brake.

All Terrain Progress Control (ATPC)

This is a state-of the-art optional system. It enables you to set and maintain a steady speed in challenging conditions such as slippery surfaces, including mud, wet grass, ice, snow and dirt roads. Operating like a conventional cruise control system, it functions between 1.8km/h and 30km/h, enabling you to maintain full concentration on the terrain ahead.

Coil Suspension And Electronic Air Suspension

The coil sprung suspension system combines double wishbones at the front with an advanced multi-link rear suspension, to create an agile and responsive chassis. A comfortable and capable drive is ensured by Electronic Air Suspension. Select from an access height of 40mm below normal ride height, to an extended height of up to 75mm. For extreme off-road conditions, a further extended ride height of 70mm is available. Even across unsteady surfaces it provides exceptional wheel articulation and poise.