Ford is saying they want to move Land Rover out of being a niche player, shed the woodsy image and become a mainstream brand. I'm told by a colleague that the LR3 is a first move in the direction of moving from mostly rugged to very sophisticated, although it would seem to me to that Range Rover started that journey more than a decade ago.

Anyone spoken to anyone at LR who could fill me in on their vision for the brand?

Dain