Great de­sign has al­ways been at the core of Land Rover’s phi­los­o­phy, has it not?

Land Rover AFRICA Magazine - - TECHNICAL -

For a long time at Land Rover, de­sign was sec­ondary to its en­gi­neer­ing. But there’s been a large cul­tural shift. De­sign has come to the core of the brand and the core of its phi­los­o­phy, but not to the detri­ment of its en­gi­neer­ing. This is about de­sign and en­gi­neer­ing to­gether that cre­ates that emo­tional con­nec­tion. It’s got to be great de­sign, in­tu­itive en­gi­neer­ing in­tegrity and cre­at­ing ve­hi­cles rel­e­vant to a world that’s com­pletely dif­fer­ent to when Land Rover be­gan. While it’s im­por­tant to recog­nise our unique her­itage, we shouldn’t be har­nessed by it. Re­spect the past, but al­ways keep look­ing ahead.

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