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.
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JLR’s UK managing director, Patrick McGillycuddy, emphasized the importance of the Discovery brand. Still, it’s undergoing an intensive evaluation to understand its future role and market positioning. The decline in sales for the current Discovery models and the growing success of the Defender have added complexity to this challenge.
A significant aspect of the upcoming Discovery reinvention is the potential adoption of the pure-electric EMA platform, to be installed at JLR’s Halewood plant. This platform will be shared by multiple models, including the Range Rover Evoque and the Defender Sport, further complicating the task of defining Discovery’s unique position.
To provide a sense of direction, JLR’s chief creative officer, Gerry McGovern, outlined the concept for Discovery. The Discovery is poised to become a vehicle tailored for more affluent families, characterized by design ingenuity, adaptability, and human-centered features. It aims to combine the practicality of a premium MPV with Land Rover’s legendary off-road capabilities while maintaining a premium and stylish appeal. Expect features like seven seats, rugged luxury materials, and genuine style.
A key emphasis in this reinvention is the adoption of a striking design theme that differentiates the Discovery from other JLR models. While JLR’s current lineup is known for its refined design, the Discovery will aim to recapture some visual drama while maintaining the modernist design philosophy. This could be inspired by high-end outdoor equipment, offering a unique design language.
Versatility is another crucial aspect. The new Discovery aims to reintroduce the flat load space that was once a hallmark of the model. With an electric platform, this goal should be achievable. The interior materials will focus on durability and easy maintenance, shifting away from the super-plush interiors typical of JLR’s other models.
Size-wise, the Discovery will target a sweet spot for families. The proportions of the iconic Mk2 Range Rover provide inspiration, balancing functionality with city-friendliness.
