Land Rover expects its Range Rover models to account for more than half of its total sales volume in the long-term.
The brand, which has just made the Evoque compact SUV its third model under its Range Rover nomenclature, is seeking to make more of its status as a prestige SUV maker as well as its heritage as a functionality-led 4x4 manufacturer.
Managing director Colin Green said with Evoque "the design has led the package, rather than the functionality leading the design".
However the brand is keen to retain its core off-road values. It will bring in a replacement for the ageing, utilitarian Defender in 2015.
"Replacing the Defender is going to be quite a challenge, but also an opportunity," said Edwards. "But we're definitely doing it.”
"It's very important that we don't forget Land Rover and its capability. We are working very hard on the non-Range Rover badge products in our range."
Nevertheless, its more luxurious and costly vehicles will be vital for future profitability.
"I think Range Rover will make up more than 50% of sales by 2030," Green told BBC News.