Knowing the guys at least in the north western region Washington / Idaho / Montana.. there both conservative and curious. Jeeps are well known, spare parts, and fixing these is at least in the US pretty simple. Did not notice a single original LR Defender in the US. The Bronco ? - might be a challenger to Jeep if the quality issues are fixed. I also considered the Bronco if it would be shipped to Germany. A couple of topics such as options available in Europe and engine (I like a straight 6.. and Diesel..) stopped me from considering the Bronco further.
But for the US - the Bronco fits at least in the midwest and northern states pretty well. - The IG will be seen differently. The 4x4 Pickup is far more common and Jeep and similar as well - so IG need to fight to gather a position. And its also not a bargain. I imagine the guys there will be rather sceptic on this overseas newcomer. However I assume IG will prove itself as solid and reliable it will most certainly a vehicle that can establish a market share. BMW engines are known - but in the US - its not the Diesel - its the Petrol / Gas version that will make it.
At the end - its not the brand - but the vehicles capability / reliability and tco that will finally make the impression. And perhaps some Bronco owners may rethink their purchase. The Wrangler is piece of US - culture. Like Coca Cola or Harley Davidson. That will never beaten. IG still has a long way to become an icon. - or to succeed original Defender as an icon. But it has all the genes already to become one. Its Ineos that need to do the proper decisions - and of course what is going on at the planet.
Jeep made its success as an army vehicle
Defender or originally 110 made its success as a bush vehicle in Safaris and featured films like "four weddings and a funeral" or even better "The gods must be crazy" This is what truely a bush vehicle means. How many old LR are still operational ?
To me the US market is entirely different. Establishing an exotic sportscar like a Bugatti or a new type of well known brands there is one topic, however establishing a new brand and placing a vehicle in market dominated by Jeep and already internally challenged by Ford is a hell of work for Ineos.
