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Land Rover Updates DC100 Concepts For LA (But Not Enough)

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On: Mon, Nov 21, 2011 at 9:04AM | By: Chris Weiss


Land Rover Updates DC100 Concepts For LA (But Not Enough)

Land Rover has updated the DC100 and DC100 Sport at the LA Auto Show. Unfortunately, as we feared, these are very minor updates and do little to bring the DC100 in line with the Defender that it will replace. The DC100 is looking as feeble and Stepford-ish as ever.

Land Rover brand director John Edwards recently told the media: "Sometimes we talk too much about the NAS [North American specification] 90 Defender and surfer dudes, and not enough about the Red Cross, Zambia or the Australian Outback. We want to get back to our roots, but it would be nice if in doing so, we can also sell it to the Californian surfer dude."

Unfortunately, the latest DC100 updates look plenty surfer dude, but not at all Australian Outback.

The DC100 hard-top gets a new, oceany paint scheme in the form of Heritage Blue with Candy Weiss (white) roof. It's also a little better equipped for So Cal beach runs thanks to its intake snorkel, designed for ploughing through deeper water, and its roof rack.

Since the DC100 Sport doesn't have a roof, it gets a rear storage rack.

Both concepts also get upgraded with a 20-inch off-road wheels package.

We were really hopeful that Land Rover would actually show us something in LA. The DC100 concepts have taken a lot of flak from journalists for basically watering down the Defender that they aim to replace. The Defender is Land Rover's toughest, most off-road-specific vehicle, and the DC100 looks little more capable than the Evoque.

While the LA concepts are a disappointment, Land Rover has admitted that the Defender replacement process is a four-year affair that they are taking quite seriously. Let's just hope that they're listening to criticism.


Photo Gallery (click a thumbnail to enlarge)


Comments

reply

Stephy21 | 10:19AM (Mon, Nov 21, 2011)

I like this new DC100 and the Dc100 sport, i don't think they will have a problem selling these cars to surfer dudes.


reply

AutoHistory | 6:01PM (Sun, Nov 27, 2011)

Not sure this concept is really 'good enough' to compete with other serious 4x4s. If Land Rover wants to win a larger market, obscene styling is the wrong direction.



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