JLR to Reinvent Discovery Brand, Moving Away from Defender
Jaguar Land Rover (JLR) is set to reinvent its ailing Discovery brand for its sixth generation, aiming to reposition it in its own unique territory and move it away from its sibling, the Defender, which has been cannibalizing sales. The current Discovery, which has been on sale since 2017, is the oldest model in the Land Rover lineup and the slowest-selling, with only 16,750 global sales last year.
Repositioning the Discovery Brand
JLR is committed to bringing back the Discovery for another generation and will focus on clearly defining its positioning around its “family adventures” values. Mark Cameron, boss of Discovery and Defender brands, stated that the repositioning will move the Discovery away from the Defender, which offers comparable refinement and space with a broader range of engines, trims, and body sizes. The Defender outsold the Discovery by more than six times in 2023.
JLR plans to set the Discovery apart by adopting some MPV design elements, potentially taking inspiration from the Volkswagen ID Buzz. The company aims to create a clean-sheet design that is radically different from the current model, similar to the transformation seen in the Range Rover Evoque. The Discovery will become one of four stand-alone brands alongside Range Rover, Defender, and Jaguar.
Next-Generation Discovery and Electric Power
The next-generation Discovery is likely to be based on JLR’s versatile MLA platform, which can accommodate both internal combustion engine (ICE) and electric powertrains. JLR has confirmed plans for electric Land Rovers by 2026, and it is expected that the Discovery 6 will be one of them. However, the company has increased investment in versatile vehicle architectures, indicating the possibility of the Discovery continuing to be available with ICE power.
The MLA platform’s versatility may allow JLR to offer the Discovery with a choice of hybrid and electric powertrains, similar to the Range Rover. The upcoming electric Range Rover, set to launch in 2025, will provide insights into the technical capabilities of a Discovery EV. JLR has promised that the electric Range Rover’s performance will be comparable to the existing V8 Range Rover.
New Halo Model and Brand Differentiation
JLR’s Special Vehicle Operations (SVO) bespoke division is developing a new halo model for the repositioned Discovery brand. This flagship model will have its own bespoke performance nameplate, further distinguishing the Discovery brand. Special-edition flagships also serve as a crucial source of revenue generation for JLR, boosting profit margins and supporting future product development.
JLR aims to create a unique territory for the Discovery brand, allowing it to stand out from its sibling models and avoid competition within the company’s retail footprint. By redefining the Discovery’s positioning and offering a range of powertrain options, JLR hopes to revitalize the brand and attract more customers seeking family adventures.
