@Victory_Overland
I just don't see how else it would make business sense for them to position it unless they really are just selling the name. The old Defender started at the equivalent of around $47k USD in 2017, and yeah it was sort of like a $30k Wrangler + $20k for the Defender badge but it could sell on novelty factor. If you wanted a brand new old Land Rover(which lots of people do) there you go!
They already have a vast array of models for the New York and Hollywood image crowd(which credit where credit's due pretty much all still manage to offer a significant amount more capability than their competition) from high-$30s entry level luxury to whatever absurd amount you can spend on a Range Rover these days. I know a lot of people in the image crowd and Range Rover is a much stronger brand with them than Defender. I could've spent a lot of money on a Defender and most of them wouldn't have been interested. I spent $2500 on a tired old RRC and...well he has a
Range Rover. The Defender name still carries the most weight with enthusiasts.
The only reason the Wrangler still works with the lifestyle crowd and enthusiast crowd alike is because it's stayed genuine. It's still an old Jeep that's just kept up with regulations. If they'd made the Grand Cherokee or Cherokee square with round headlights and called it a Wrangler it'd be a flop. Seeing as the new Defender is pretty clearly on the Discovery platform it's clearly not an old Land Rover that's kept up with regulations so as much as I know it's probably not the case I'm hoping that they recognized the cachet the name has with enthusiasts and are dropping it in to compete with the Rubicon and TRD-Pros of the world. You could spend $45k on the most kitted up 4Runner or you could spend it on the most stripped down Land Rover.
Doesn't look very capable.
Look at some videos of the Discovery 5 in action, it's shockingly capable period, not just capable for an all-independent suspension/unibody vehicle. But to get one with all the off road features you're looking at nearly $70k and no one's taking their $70k SUV off road. This could be interesting if they position it in a way to lower the price of entry for Land Rover's amazingly engineered suspension and traction control systems instead of selling the name on a square Disco.