I think they have missed a trick. As it is they're saying they cannot compete on price with the Japs. So change the rules.
They should have thought modular and above all, simple. A workhorse that can be disassembled and reassembled using a dozen tools. A car that can go just about anywhere and tow 4 tons. Make it so it can take a petrol engine, LPG or electric and more importantly you can swap them out. Same with interior, keep it basic but if people want all the options or to add (or replace later on) you can do so. Completely recyclable in effect and if you break down in the wilds you can repair it and move on. Those that want cheap workhorse happy, those that want adventure happy, those that want a bit more luxury happy.
The irony here is, leaving out the 'lecky part, you are describing a Series 3 or early Defender
At least Toyota & Nissan still offer ROW (rest of the world) spec. which I suspect is why you see so much newsreel of Nissan's with UN markings.