Design Director, Land Rover At New Brand In India Auto Expo 2012

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Lamborghini's show car, the Aventador J, is a one-off roadster version of its flagship car, promising 700-horsepower from its 6.5-litre V12 powerhouse. It is undeniably desirable even if to be enjoyed by just one customer (who reportedly bought it for £1.76m). As is Ferrari's F12 Berlinetta, which certainly attracted the most attention at the Geneva Motor Show - the hot red car was barely visible on the stand for the media scrum.Land Rover's Geneva offering was the Range Rover Evoque convertible concept. Launched last year, the Evoque has been an incredible success story for the company, bringing swathes of new customers to the marque. The intention of the car was to seduce young female buyers and entice customers from markets where the brand is less known. The convertible's design is an acquired taste, but according to LR's head of design Gerry McGovern he will modify it for production depending on the reaction received. There is no doubt that it would attract an even larger audience, even in its current form.
That's not who Land Rover will primarily target with the new model, however: the company aims to use the DC100 to get back in touch with its roots, marketing it to relief organizations and wilderness expeditions in the Third World.