Could a layman create a credible Land Rover for the next generation? To discover the truth, the company’s bosses ‘lent’ me a couple of their most creative men to attempt the task, working as if they were producing a new model according to a client’s instructions.
Chief designer Ollie le Grice and designer Florian Dobe first gave me a half-hour questionnaire, focusing on usage (towing, comfort, great on-road performance, carrying capacity and space, reasonably hard-core off-roading ability).
They asked what I’d like the design to avoid (aggressiveness, heaviness). On design style, I asked for the elegant simplicity of Apple’s products and the integrity and manufacturing precision of Rolex.
It seemed a very tall order to me, but within a week they had initial visuals to show. These depicted a more modern, somewhat less monolithic Discovery-style vehicle, still with the square back and split tailgate I wanted, but with a new expression of the side vents and new rear shoulders to express the modernity I wanted.