Two years on from the launch of our Land Rover Defender Hearse, have we succeeded in our goal to offer more choice to families exploring unique and memorable ways to say goodbye to their loved ones? And what have we learned about our clients’ behaviour and preferences along the way?
Why are families choosing the hearse?
Land Rovers have drawn enthusiasts for a long time. They’re synonymous with an active lifestyle and occupations that embrace the outdoors.
Not surprisingly, it’s most frequently chosen for funerals of those who had a lifelong love for the vehicle.
These enthusiasts usually hail from rural areas and have likely owned a Defender or Land Rover at some point in their lives.
This makes the vehicle a fitting choice when celebrating their life.
One of our Borders funeral directors, Leslie Stewart, details an instance of this in Peebles:
“At one of the first funerals where the Land Rover hearse was used, the family told us that their father had been a lifelong Land Rover enthusiast. They knew the vehicles inside out and took a close interest in the mechanical and finer details. They were particularly impressed around how original features had been retained.”
Of course, there’s also the factor of simply wanting something unique. Many modern funeral options are largely different to society’s idea of a traditional funeral. The Land Rover is a natural way to personalise and honour someone’s final journey.
As one family member put it: “if you really loved someone, why would you not want to celebrate that in a unique way if it reflects who they were and is what they would have wanted.”
“It turns heeds” – standing out from the crowd
With a modern, sleek, charcoal grey finish that retains the original features of a Defender station wagon, the Land Rover hearse certainly catches the eye.
As it travels through communities, especially those smaller and more rural, people take notice and it becomes a talking point. To quote Leslie, our proud Scottish Borderer , the vehicle “turns heeds!”
Consequently, word spreads and awareness grows organically, and in many cases, families choose the hearse because they’ve seen it themselves.
This is a testament to the Defender’s resonance with a certain lifestyle. As a car which has carried many through country roads, and in many cases, facilitated farmers to make their living, it strikes a chord with families in these communities.
And choice is a key part. The popularity of the hearse means that we can offer families more options to personalise a send-off. Whether a Land Rover hearse or another unique request, as long as it’s possible, we’ll make it work.
From sceptics to evangelists – an emotional response
In some cases, the Land Rover was initially met with scrutiny by locals, with Leslie adding that in Peebles, people were quick to challenge the validity of this as a hearse option.
“We know the car is a favourite but being converted into a hearse did raise questions as people cared about whether this was appropriate for a funeral.”
In the 18 months we’ve offered the hearse, it’s become not only accepted in our communities, but also a much-love addition to our fleet with overwhelmingly positive feedback across the board.
Scrutiny leading to appreciation was a key stamp of approval and vindication of our choice to introduce it.
A funeral should reflect the personality and life of the person who has died, and this is what families look for when choosing our Land Rover hearse.
In Inverurie, an example of this emotional connection is outlined by local funeral director, Sharon Laing, who says: “Our client’s decision came down to a simple comment: ‘I think he’d like being in a Land Rover and for us, it was the most natural thing to ensure we organised something he’d be proud of.’”
From the first bookings, families have taken great pride in being among the first to use our hearse. Chief Operations Officer, Andrew Purves, said, “we found the first families who booked the vehicle to be almost as excited as we were when they made their choice as we – and they – shared a deep appreciation of the vehicle and its legacy.”
The Slater family: “It brought a smile to our faces”
In January 2026, the late Ronald Slater was carried in the Land Rover Defender Hearse on his final journey. Born in Rochdale, Lancashire, Ronald lived in the North East for most of his life. Ronald was a man of the outdoors as a skilled fisherman and huntsman. He also loved Land Rovers and was once the proud owner of a Land Rover Series 1.
After his passing in December 2025, his son, Karl Slater, popped into our Monkseaton branch to meet funeral director Gary Staker. When seeing a photo canvas of our Land Rover hearse on the wall, Karl realised it would be a fitting carriage for Ronald’s final journey and so added it to the plans.
Reflecting on the day of the funeral, Karl knew that, as he saw the Land Rover drive into Preston Cemetery carrying his Dad’s coffin, adorned with fish-shaped flower arrangements as a tribute to his love of fishing, he had made the right choice: “It was a sad day, but if it had been a normal hearse, it wouldn’t have been as good a send-off. The Land Rover is what he would have wanted. This made the day more comfortable for us.”
Karl added that the beauty of the vehicle and its inherent practicality added to the occasion: “On the day of the funeral, it was icy, so the Land Rover was useful. The vehicle was so smart and clean, yet even when it drove through the mud, it could still take it.”
Thinking about plans for his own funeral, Karl said “I’ve mentioned that when I pass, I want to be taken in the Land Rover.”
The fitting choice of a Land Rover was also a great source of comfort and reassurance for Ronald’s wife, Anne, who said the vehicle was “everything he would have dreamed of” and that it “brought a smile to our faces.”
It was a privilege to hear of the gratitude of the Slater family, who were grateful to have such a meaningful farewell to their dad that truly reflected who he was.
Lessons learned
From our experience, the Defender strongly represents an impenetrable bond between the vehicle and its drivers, drawing generations of enthusiasts.
Since a funeral is the celebration of a life, then why not make their passions and interests a thematic element? And just because it is not traditional doesn’t mean that it is an irreverent or disrespectful way to say goodbye.
With positive feedback from the first 50 families there is an indication of a cultural shift in how people perceive funerals. Whether transport options, dress codes or music choice, families no longer feel bound to cultural norms and sticking to tradition.
There is of course nothing wrong with a conventional funeral, it remains a popular choice. However, when it comes to planning a funeral and exploring your options, you may discover something that you never knew you wanted.
Whether you’re looking to arrange a more traditional funeral for yourself or a loved one, or you’d like something different, it’s never too early to discuss your ideas. Why not book an appointment with a member of our team today to start the conversation?
For all enquiries regarding the Land Rover Defender Hearse, get in touch here.