While the Dis­cov­ery has a very dis­tinc­tive de­sign lan­guage, what as­pect still links it back to the rest of the fleet or brand?

Land Rover AFRICA Magazine - - TECHNICAL -

There are cer­tain Land Rover de­sign el­e­ments that should be there on ev­ery Land Rover. Things like op­ti­mised vol­ume and pro­por­tion and strong body re­la­tion­ships. But within the fam­ily, there are spe­cific de­sign el­e­ments that will pull them to­gether. For ex­am­ple, on the Range Rover, you al­ways get a con­tin­u­ous waist­line as op­posed to the Dis­cov­ery with its bro­ken waist­line. On the Dis­cov­ery fam­ily, the base of the A-pil­lar drops, giv­ing more dra­matic lines (vis­i­ble float­ing pil­lar). These are gen­eral aes­thetic dif­fer­en­tia­tors. There are tan­gi­ble dif­fer­en­tia­tors as well in terms of how much ver­sa­til­ity you put into the Dis­cov­ery as op­posed to how much re­fine­ment you put into the lux­u­ri­ous ex­e­cu­tion of a Range Rover. For the first time in our history, Tata has al­lowed us to look at our vi­sion in a holis­tic way, to look at an en­tire new fam­ily of ve­hi­cles to­gether to en­sure that we get the right level of dif­fer­en­ti­a­tion, specif­i­cally tar­geted to­wards the var­i­ous con­sumer groups. In the past, we were able to pro­duce very good ve­hi­cles. But they were de­vel­oped one at a time and as a con­se­quence, we had some very in­ter­est­ing, unique ve­hi­cles. Holis­ti­cally, it didn’t com­mu­ni­cate the brand to con­sumers. We’ve made it clearer to con­sumers what our brand stands for. Now, they can make an in­formed de­ci­sion whether the brand is right for them.

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