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