In an unexpected move, Jaguar Land Rover (JLR) has set its sights on completely reimagining the Land Rover Discovery for its fourth decade, starting with a clean slate. However, this endeavor poses a considerable challenge, given the Discovery’s competition alongside the Defender, Range Rover, and even Jaguar models.
JLR’s new CEO, Adrian Mardell, disclosed in August that one of the company’s four brand pillars was about to undergo a comprehensive rethink. This decision was made due to the evolving brand equity of Discovery, which has led to various opinions and interpretations. Mardell emphasized the need for a dedicated think tank to redefine the Discovery’s direction.
