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