Land Rover Discovery: A Standalone Brand with Enormous Potential
For years, the Land Rover Discovery has been a cornerstone of the Land Rover line-up. Now, Jaguar Land Rover (JLR) is separating its line-up into four distinct pillars: Defender, Discovery, Jaguar, and Range Rover. JLR bosses are confident that the Land Rover Discovery makes sense as a standalone brand, despite being the slowest-selling Land Rover model. They believe that it can survive and thrive because of the unique role it plays in the JLR portfolio.
Marketing boss Anthony Bradbury describes Discovery as “the ‘we’ brand” and “an enabler to make every day exceptional.” He says that work is underway to determine how the Discovery family of the future will look. According to Bradbury, of the four brands, Discovery requires the most internal work, but it has enormous potential to grow.
JLR sold just over 12,000 Discoverys in the 12 months to March, compared with nearly 75,000 examples of the Land Rover Defender. However, Bradbury says that this was largely a result of the semiconductor shortage forcing the company to prioritize more profitable models. Even with the focus on more expensive cars, JLR sold three times as many examples of the smaller and cheaper Land Rover Discovery Sport in the same period, potentially lending weight to the viability of a diverse family of Discovery models.
JLR UK managing director Patrick McGillycuddy echoes Bradbury’s outlook. He says that Discovery is an important brand with absolute equity, space in the market, and a very loyal customer base. The company is currently working on understanding how to reimagine the Discovery brand and fill a space that’s unique to the other brands.
The Viability of Carving Out Discovery as a Standalone Brand
Questions hang over the viability of carving out Discovery as a brand in its own right. However, JLR bosses believe that it can survive and thrive because of the unique role it plays in the JLR portfolio. The Discovery brand has a loyal customer base, and JLR believes that it has space in the market.
JLR sold just over 12,000 Discoverys in the 12 months to March, compared with nearly 75,000 examples of the Land Rover Defender. However, Bradbury says that this was largely a result of the semiconductor shortage forcing the company to prioritize more profitable models. Even with the focus on more expensive cars, JLR sold three times as many examples of the smaller and cheaper Land Rover Discovery Sport in the same period, potentially lending weight to the viability of a diverse family of Discovery models.
JLR UK managing director Patrick McGillycuddy echoes Bradbury’s outlook. He says that Discovery is an important brand with absolute equity, space in the market, and a very loyal customer base. The company is currently working on understanding how to reimagine the Discovery brand and fill a space that’s unique to the other brands.
The Unique Role of Discovery in the JLR Portfolio
Marketing boss Anthony Bradbury describes Discovery as “the ‘we’ brand” and “an enabler to make every day exceptional.” He says that work is underway to determine how the Discovery family of the future will look. According to Bradbury, of the four brands, Discovery requires the most internal work, but it has enormous potential to grow.
JLR sold just over 12,000 Discoverys in the 12 months to March, compared with nearly 75,000 examples of the Land Rover Defender. However, Bradbury says that this was largely a result of the semiconductor shortage forcing the company to prioritize more profitable models. Even with the focus on more expensive cars, JLR sold three times as many examples of the smaller and cheaper Land Rover Discovery Sport in the same period, potentially lending weight to the viability of a diverse family of Discovery models.
JLR UK managing director Patrick McGillycuddy echoes Bradbury’s outlook. He says that Discovery is an important brand with absolute equity, space in the market, and a very loyal customer base. The company is currently working on understanding how to reimagine the Discovery brand and fill a space that’s unique to the other brands.
The Future of the Discovery Brand
JLR bosses are confident that the Land Rover Discovery makes sense as a standalone brand. They believe that it can survive and thrive because of the unique role it plays in the JLR portfolio. The company is currently working on understanding how to reimagine the Discovery brand and fill a space that’s unique to the other brands.
Marketing boss Anthony Bradbury says that work is underway to determine how the Discovery family of the future will look. According to Bradbury, of the four brands, Discovery requires the most internal work, but it has enormous potential to grow. JLR UK managing director Patrick McGillycuddy echoes Bradbury’s outlook. He says that the company is currently working on understanding how to reimagine the Discovery brand and fill a space that’s unique to the other brands.
Conclusion
JLR bosses are confident that the Land Rover Discovery makes sense as a standalone brand. They believe that it can survive and thrive because of the unique role it plays in the JLR portfolio. Despite being the slowest-selling Land Rover model, Discovery has a loyal customer base, and JLR believes that it has space in the market. The company is currently working on understanding how to reimagine the Discovery brand and fill a space that’s unique to the other brands. With enormous potential to grow, JLR is excited about the future of the Discovery brand.