Land Rover Plans to Redesign Discovery to Differentiate It from Defender

Luxury SUVs are highly sought after, but the Land Rover Discovery has lost its popularity. While the model used to sell nearly 10,000 units annually in the United States, it only managed to sell 2,416 units last year. This decline can be attributed to the competition from the Lexus GX and the Land Rover Defender, which has been cannibalizing sales from the Discovery.

Land Rover’s Plan to Revive the Discovery

Recognizing the issue, Land Rover is determined to differentiate the next-generation Discovery from the Defender. Mark Cameron, a representative from Land Rover, stated that the Defender had overshadowed the Discovery and taken away a significant portion of its market share. To rectify this, Land Rover plans to position the Discovery in a unique territory and focus on “family adventures.”

Potential Design Changes

Reports suggest that the redesigned Discovery may incorporate some design elements from minivans, with the Volkswagen ID. Buzz being mentioned as a potential reference. While it would still primarily be a crossover SUV, adopting minivan features would be a significant departure from its current design. The new Discovery is also expected to offer both internal combustion engines and an electric powertrain. Additionally, there are rumors of a new high-performance variant that would have its own unique nameplate.

Conclusion

Land Rover’s plan to reimagine the Discovery demonstrates their commitment to revitalizing the model and reclaiming its market share. By differentiating it from the Defender and focusing on family-oriented adventures, Land Rover aims to attract a new set of buyers. With potential design changes and the inclusion of electric powertrain options, the next-generation Discovery is poised to make a strong comeback in the luxury SUV segment.