The Dangers of Reinventing an Icon

The Range Rover, the seven and the Gulf are all set to be replaced. But reinventing an icon is it's fools, gold, isn't it? How often does it work? Very few companies have managed it. I think you can argue that Land Rover was brave and clever to do what it did with the new Defender. Because it's not for everyone, but it's another box on wheels. The 9th ever is the only one that consistently works because it's been around long enough to be allowed to evolve. evolving is very different to reinventing. And you'll always sell - in 2021 they took 650 orders.