In 2007, the SUV market was (and still is) in deep trouble. Land Rover however is not your everyday SUV. It is designed with purpose.
When a passionate man in a focus group described a very odd day in Southern California (horrific rain, massive floods in Topanga Canyon and a wife deep into a severe asthma attack), the room became silent.
His story described a situation that was 100 to 1. The Land Rover being "designed for that 1" made the man say "I will never own an SUV that is not Land Rover".