Has there been a shift in the mar­ket? Do buy­ers now pre­fer all-ter­rain ve­hi­cles to off-road ve­hi­cles?

Land Rover AFRICA Magazine - - TECHNICAL -

I think the pro­duc­tion of our ve­hi­cles is be­com­ing more so­phis­ti­cated in de­sign and tech­ni­cal at­tributes, but no less ca­pa­ble (in fact, some cases, even more ca­pa­ble). I think the shift we’re mak­ing is the dual­ity of its pur­pose, that they’re just as good on-road as they are off-road. And you don’t have to cre­ate the overt, off-road look to achieve that. Look­ing at cus­tomers from all ma­jor metropoli­tan cities in the world, the ma­jor­ity of them aren’t tak­ing their cars on too many all-ter­rain sur­faces. But the abil­ity to go off-road if you want to is part of the ve­hi­cle’s charm. We’ve def­i­nitely seen a shift to­wards all-ter­rain and less to­wards off-road. There will al­ways be peo­ple who want to go of­froad. With the next gen­er­a­tion Range Rover, Dis­cov­ery and De­fender fam­i­lies, there’ll still be a core that will want to take them off-

road. But then again, there’ll be those who want to use them more on-road too.

...let me tell you this:

when you see it,

you’ll know it’s a De­fender.

Land Rover’s de­sign di­rec­tor Gerry McGovern says a ve­hi­cle’s goal is to com­mu­ni­cate brand through de­sign.

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