I know this is perhaps not the definitive measure of whether JLR products are serious (serious defined by me as: solid, reliable, value for money, readily repairable) off road products or not, but:
In none of the dozen or so farming families that are chronicalled in the BBC TV series This Farming Life did I find any JLR products being used. This being despite virtually every family's road/field/towing vehicle appearing identifiably at some point or other in the episodes.
Furthermore, looking at the results of two different car warranty database compilations of worst cars (defined by reliability and cost of repair) JLR are down there in the rogues gallery of not to be touched even with barge pole vehicles.
And finally, in my litany of none corroborated circumstantial evidence, in a documentary I can't remember the name of where the owner of a safari company was asked: why do you have ten Land Cruisers and one Defender (old style not the new one) he answered (words to the effect of):
"Because when your business is crossing parts of the Sahara Desert, days away from help, you and your client's lives depend your vehicle not breaking down".
Taking account of the above I don't see the current Defender as anything other than a vehicle designed to be JLR's newest high profit margin lifestyle accessory for its established customer base of on road users.
PS: What are those optional outside panniers that mount on the rear window area of the new Defender for? Extra storage in case the bungalow sized vehicle lacks enough interior storage? The automotive equivalent of an arm tattoo that states "I'm 'ard as nails, so don't mess with me"? Or are they back up features designed to knock the head off any pedestrian nimble enough to dodge out of the way of the high and flat fronted SUV exemption from the road car safety rules front end?