A ve­hi­cle’s goal is to com­mu­ni­cate brand through de­sign. Do you think Land Rover is suc­cess­ful in do­ing so with the new range?

Land Rover AFRICA Magazine - - TECHNICAL -

It’s a con­tin­u­a­tion of that phi­los­o­phy of cre­at­ing de­sign that truly res­onates on an emo­tional level. Like I men­tioned, most of our fo­cus has been on the Range Rover fam­ily and the new Dis­cov­ery fam­ily. But with the new Range Rovers com­ing, there are de­sign el­e­ments that give the brand more stretch, ap­peal and breadth. What we’re talk­ing about here is what I like to call, ‘white space ve­hi­cles’. These are ve­hi­cles that didn’t ex­ist be­fore or are unique to the mar­ket. We’ll con­tinue to re­place our well-known ve­hi­cles, but at the same time, in­tro­duce ‘white space’ op­por­tu­ni­ties, which have the same in­gre­di­ents or all-ter­rain ca­pa­bil­i­ties. We want to recre­ate that same sense of el­e­va­tion you’ll find in a Range Rover. To be hon­est, once they are all out there (around four or five years from now), you’ll see a range of ve­hi­cles that’s ab­so­lutely com­pelling. As I’m sure you know, the mar­ket­place is set to grow with 20 mil­lion plus SUVs. When I say SUV, I mean that in the generic sense. That mar­ket is pro­lif­er­ated into all types of niche ve­hi­cles. And in a way, part of my role as chief cre­ative of­fi­cer is to make sure that the de­sign is com­mu­ni­cated, not just through the de­sign of the ve­hi­cle, but also through its var­i­ous man­i­fes­ta­tions. We want that uni­ver­sal ex­e­cu­tion of de­sign lit­er­acy in ev­ery­thing we do.

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