Scotland: Facelifts point the way forward for Land Rover

But this is how Land Rover is entertaining the world's press for the launch of the face-lifted Discovery 4 and Range Rover Sport.

The Megget Dam in Scotland's Border region, which holds back this rather large bowl of water, was completed 26 years ago and its reservoir is responsible for supplying up to 100 million litres (22 million gallons) daily to supply the city of Edinburgh. As such it is considered high security.

The month-long launch is giving journos the chance to drive a more premium, upmarket Disco. Or, as head of design Gerry McGovern described it: "The muscle is still there but now it's covered in a dinner jacket."

McGovern explained that the Discovery 4 and Range Rover Sport reveal the way forward for Land Rover under new owner Tata Motors.

"Land Rover has a great history but we don't want to be hamstrung by it." The blueprint for the future development of the brand lies in four key elements, he added.

"First we are taking a fresh approach to functionality. Land Rover has tended to be utilitarian but in the future this alone will not be acceptable to customers. We need to be more tailored to lifestyles.

"Second is sustainability. In these days of conspicuous consumption we have to develop technologies which are appropriate. Maintaining the essentials of the brand and using sustainable materials and shedding weight from the vehicles.

"We need also to address the design perception, while in the UK and many other markets Discovery and Range Rover are large vehicles, they are considered mid-size in the US. Our vehicle must look robust but not aggressive."

The third element is premium. McGovern added: "We have to be able to show premium quality on all sorts of things including design, materials and build.

"Fourth is desirability - selling the Land Rover story to customers. We are not just a brand for going across all terrain or up and down. We are all of the above."

Meanwhile he said that the Discovery 4 moves the vehicle a long way from its original launch philosophy in 1989. To fill the gap between the tough, workmanlike Defender and the upmarket Range Rover.

"At the time the concept was sound but the severe design and plastic utility interior of the Discovery did not resonate in all markets. In some it has been considered ‘low rent'"

That has changed greatly in the facelifted models with a new, softer front end. McGovern says the design emphasis has been on horizontal rather than vertical to make it softer and treating the lights, front and rear as "jewellery". "You could put the rear lamps on your coffee table as a piece of art."

While changes to the exterior have been evolutionary, the interior has undergone more of a revolution. It is all new. Out go all the old plastics and in come new soft-feel mouldings, new seats, new steering wheel, new dashboard and new switchgear. There are also fewer knobs and dials and those that remain are much more ergonomic and intuitive.

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Credits: JRC