The three pillars of Land Rover

At the LA Motor show which ended this week, Land Rover Design boss Gerry McGovern revealed Land Rover’s three design pillars giving insight into the future for the brand.

Luxury, Leisure and Dual Purpose are the three pillars that will take the brand through 2015.

The Luxury pillar which is considered to be Range Rover will mean that now all luxury SUVs will wear the Range Rover logo. This pillar has been substantially worked on over the past 24 months with release of all three new models bearing the Range Rover brand.  The Leisure pillar which includes the Discovery and the new Freelander replacement which will also take the Discovery name. The Dual purpose pillar is that of the Defender which will be replaced in 2015 which have been seeing for a while now with shots of the DC100 concept.

There will also be another two models entering the range, one will sit between the Evoque and the Range Rover Sport and the second is said to be smaller than the Evoque. 

Gerry McGovern stated, “We will be focusing more from next year on the Leisure pillar, you will notice differences between Luxury and Leisure, as they’re clearly targeted at different customers and will build the brand significantly.”

The new baby Discovery will have the base underpinnings of the Freelander,but will set itself apart from its luxurious brother the Evoque. It will be more rugged based more on the offroad look with roof rails and under body protection.

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Landrover DC100 concept

After my last post of the wrecked super car, I started to get chills looking at a lovely machine smashed up into a box so I thought it was only fitting for this post to be about a new machine.

Landrover have been gracing our roads and our fields for over 60 years first launched in 1948. It was updated in the 1980s with the 90,110 and 127 referring to its lengths in inches.

After 60 years dominating the market for rugged off roaders, they are getting an update due to be released in 2015. Gerry McGovern, Land Rover’s Director of Design, says: “Replacing the iconic Defender is one of the biggest challenges in the automotive design world; it is a car that inspires people worldwide. The DC100 isn’t a production-ready concept, but the beginning of a four-year journey to design a relevant Defender for the 21st century.”

it looks a little too modern for me to make it as a rugged off roader that can handle the wear and tear of life for over 60 years. there are still LandRovers on the road today from the 1940s that actually run better than some of the new cars today.

But as all car manufacturers have been pushing for fewer emissions, it was only time for the gas guzzling, coal-burning to drive its last drive to its grave.