The unique Selfridges Edition Defender Works V8 will form the centrepiece of the new-look menswear department, at the Oxford Street store, but not before technicians from Land Rover Classic reassemble the vehicle in full view of shoppers. As a marketing exercise, for which JLR has fast become a master of its genre, it is another attention-grabber.
To fit through the first-floor window, at the central London store, the specially commissioned Defender was dismantled comprehensively and a team of experts from the factory was despatched to rebuild the vehicle over the following four days. Following completion, the one-off vehicle was placed under a protective cover, while Selfridges put the finishing touches to its new menswear department, ahead of its official opening on 29th October.
The Selfridges Edition vehicle began life as a 2016 Defender 110 Pick-Up but the Land Rover Classic team had turned it into a 110 Soft Top, complete with a branded hood in trademark Selfridges yellow. The bodywork is finished in contrasting Bronze Green and a heritage-style folding windscreen and half-height doors complete the open-air look.
Jaguar Land Rover Classic Director, Tim Hannig, said: “Our skilled engineers and craftsmen can tailor vehicles to meet any request, from applying unique paintwork, or interior trim, to delivering far-reaching mechanical enhancements. The Selfridges Edition shows what can be achieved and we cannot wait to see it take pride of place in the famous department store and how much attention it generates from shoppers.”
The Selfridges Edition features chassis and powertrain upgrades introduced on the Defender Works V8 70th Edition, which was announced in January to celebrate Land Rover’s 70th anniversary year. Featuring a 401bhp V8 engine that produces 380lbs ft of torque, driving through an eight-speed ZF automatic transmission, plus uprated brakes and suspension, the limited-run Works V8 derivatives are the fastest and most powerful Defender models ever produced by the factory.
When the finished vehicle is unveiled at the end of October, the period-style seats will feature chocolate leather upholstery with ivory cross-stitching while the addition of a Jaguar Land Rover Classic Infotainment System will combine period charm with cutting-edge audio technology, providing satellite navigation, DAB digital radio and Bluetooth connectivity in a classically styled head unit.
No word has been provided of how long the Defender will remain in the store’s menswear department but, with the festive season around the corner, it certainly provides a hunky centrepiece that is sure to be appreciated by visitors and Selfridges alike. I keep wondering what the next publicity stunt from Land Rover will be. My advice is to keep your peepers open, because it is sure to be different!
