Massive swing and a miss, apparently was aimed at a work horse/farm sort of affair, what they have ended up with is a very expensive vehicle that is very expensive for its 'target" market and more of a yuppie, pavement princess.
You have to be some sort of clown to spot a market gap, then not only blow past any sort of reasonable price then have the audacity to not even make the standard versions be vat reclaimable but yet make a pickup version that also isn't.
On top of that with only ford/VW, isuzu,Toyota and sangyong selling new pickups they could have had a decent chance with people wanting an update defender replacement well except the pricetag, which will just result in them being a "lifestyle" vehicle
I have seen two on the road in the last week or so, don't look too bad not had a chance to have a look up close though although one did have the roof rack which is £1500+