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