On the eve of the XF launch, I sat with Callum to discuss the success of British design.

Question Ian, why is British design on the crest of a wave?

Answer In the 1970s, there was a design culture, which may have stemmed from the 60s, a very creative and vibrant period. I think that in turn turned into the idea that we could actually be a creative bunch nationally, and all these colleges started to appear with all these courses in product design, industrial design [and] car design. And it became very apparent that in years to come we would have a very strong foothold in the design world as people started to reach levels of authority or influence. Thats exactly what happened.