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We sit down with Senior Designer, Tom Underhill and Senior Colour & Materials Designer, Nicola Danks at Jaguar Land Rover to discuss design, innovation, and the all-important intersection between performance and luxury

interview by Thomas SUMNER

First thing’s first: Can we rely on brand loyalty anymore? Or is the concept of brand loyalty evolving? Who’s chasing who?
Tom: A Land Rover is, of course, an aspirational product. So, for a lot of people – there’s already a real emotional connection with the brand. In some ways, that puts a fair bit of pressure on us: It encourages us to keep moving, to keep evolving, and to maintain that aspirational appeal. While we have a loyal following, our future success will always depend on our ability to offer new experiences to new people, and to maintain that emotional connection.

Nicola: We have a brand DNA, a real history and a rich heritage. But it is important that we stay relevant to new and old customers alike. So it’s a question of balance, I think. We go to the customer as much as they come to us.

How important is the concept of age when it comes to an aspirational, heritage brand like Jaguar Land Rover?
Nicola: As a brand, we have a very wide audience base. Of course, from a traditional standpoint, we’ve typically always had an older generation of followers. That said, we are now seeing a much younger generation start to seek us out, a generation aspiring for the same quality and keyed-in to the same core, brand values, but maybe with a slightly more contemporary twist. Our growing electric division is a solid testament to that evolution. We’re operating in some very interesting times indeed. Things are becoming ageless and genderless. The challenge, and the fun, comes from creating a platform that is equally fluid and open. The inclusivity of the experience is important to us. 

You released the Land Rover Evoque earlier this year. What design concerns were you looking to address with the release?
Nicola: Well, we had the original, first edition Evoque a few years ago. It was very well received, as I think we were doing something new and exciting in the realms of the compact SUV space. It was something people hadn’t seen before and it really kick-started something. The concern, if any, was honouring that legacy with a follow up. Keeping old customers happy whilst also appealing to new buyers. And also, as ever, bringing something new to the table. 

From a material side of things, we really wanted to focus on sustainability. To that end, within the car, we have a collaboration with Danish textile mill, Kvadrat, to offer a non-leather-based, woven, wool-blend alternative to the upholstery of the Evoque. We also looked to minimise the PVC and hard plastics at use within the Evoque. Many people are moving away from leather interiors as they try to align their driving experience with their lifestyle choices. So we’re trying to incorporate our own small changes to accommodate for those choices. 

Tom: From an exterior design perspective, the first Evoque captured so many people’s imagination on account of its streamlined, almost space-aged silhouette. It really was the first step into the new realm of the compact SUV, it opened a lot of doors from a design perspective. So when it came to designing a new iteration of the Evoque, we really wanted to recreate that trailblazing, head-turning appeal. That really was the main concern for me.

The world is becoming far more connected every day. New markets are opening up, and our ability to communicate with them is stronger than ever. What connections do you have with those new markets, and how do they influence what you are doing?
Tom: Jaguar Land Rover is a global brand with vast experience in new markets. We sell in over 100 different countries, after all. That allows for a whole lot of knowledge transfer, and the inspiration we can draw from those cultures and markets – from a design perspective and beyond – is pretty staggering. We’ve had the good fortune of heading over to Shanghai on a number of occasions, and it’s always amazing to see so many differences in approach to design and technology. Hopefully we’ll see more overlap in the years to come.

Nicola: I actually stayed out there for three months and was able to check out the Shanghai Motor Show. The emphasis on integrating new technologies across a number of industries is mindblowing. While the West tends to get excited about more design-forward aspects of the automotive experience, the Motor Show was far more technologically-focused. I think that’s something the West will really have to appreciate as China’s market grows and grows. The idea of future-proofing a product is more important than ever.

Tom: Social media has had a huge impact too. Instagram, for example, has created a greater culture of transparency. There’s a greater demand for authenticity in a product; there’s no tricking the consumer. Social media has given consumers a louder voice, in a climate where a product lives or dies by word of mouth. It’s brought us closer to the customer than ever before; they’ve become a bigger part of the whole process.

Going back to the idea of sustainability: Is the sustainability of a product ever at odds with its longevity? Is there an element of compromise at play in terms of sustainable design?
Nicola: From a material side, we have a long-standing duty of quality. That is to say, we are obliged to meet the standard of excellence that our customers deserve and have come to expect from us. We are, after all, a premium brand. But I think longevity and sustainability actually go hand in hand. They’re two sides of the same coin. Something that’s beautiful, timeless and well-built will always stand the test of time, which in turn makes it the more sustainable option. Of course, it’s a challenge to strike that balance. But it’s very much in our DNA. It’s exactly that balance that has made products like the Defender so successful over the years. It’s important that these elements go hand-in-hand, and that there’s no compromise along the way in terms of a product’s quality, beauty and longevity.

And finally, with cars like the Defender and Evoque setting the standard in design and innovation, where do we go from here? What’s next for Jaguar Land Rover?
Tom: There’s no going back, that’s for sure. It’s a very competitive market, and our consumer bases grow more demanding and more knowledgeable by the day. That’s great; it helps us keep on track, and to keep pushing forward in our endeavours. The forward march towards zero emissions is a big one for us, as is the sustainability element of our material selection. Electric vehicles are the next big step for us, naturally. There are a lot of new and exciting challenges on the horizon, and the wheels are already in motion to get us there, if you’ll pardon the pun.

Nicola: And let’s not forget, there’s a new Defender in the works for 2020, too. That has been both a challenge and an honour to work on. The Defender is, of course, an icon. So we’ve had to be very sensitive to the charms and appeal of the original whilst also offering something new. I can’t say too much on the subject right now, but watch this space!

landrover.co.uk