{"id":28781,"date":"2023-10-22T11:26:10","date_gmt":"2023-10-22T10:26:10","guid":{"rendered":"https:\/\/www.autocar.co.uk\/car-news\/features\/why-land-rover-discovery-needs-complete-rethink"},"modified":"2023-10-22T11:26:10","modified_gmt":"2023-10-22T10:26:10","slug":"how-land-rover-discovery-can-be-reborn-for-the-ev-era","status":"publish","type":"post","link":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/2023\/10\/22\/how-land-rover-discovery-can-be-reborn-for-the-ev-era\/","title":{"rendered":"How Land Rover Discovery can be reborn for the EV era"},"content":{"rendered":"

\"New<\/a><\/p>\n

\n The Discovery needs to carve its own niche at JLR. Here\u2019s how the Mk6 might look<\/p><\/blockquote>\n

Declining sales stolen by the Defender prompts a much-needed rethink as a premium, off-road MPV<\/p>\n

\n

JLR says it needs to completely reinvent the Land Rover Discovery<\/a> for its fourth decade and is starting from a clean sheet.<\/p>\n

However, with it vying for space alongside the Defender<\/a>, Range Rover<\/a> and to a lesser extent Jaguar<\/a>, this looks like a significant task.<\/p>\n

It was hard not to raise an eyebrow when JLR\u2019s new CEO, Adrian Mardell, told Autocar in August that one of the company\u2019s four \u201cbrand pillars\u201d was about to undergo a complete rethink.<\/p>\n

\u201cThe [brand] equity in Discovery is less today, and lots of people have lots of views on why that might be,\u201d he said. \u201cThey\u2019re interesting, but they\u2019re only interesting if they\u2019re informative about what [we] do next. We need a dedicated think tank to do that. I\u2019m a great believer in deep and meaningful thinking and giving people the time to do that.\u201d<\/p>\n

For keen JLR watchers, Mardell\u2019s revelation was something of a surprise. In June, the company gave a mammoth presentation to investors, announcing the business was going to be reworked as a \u201chouse of brands\u201d \u2013 four of them, to be precise.<\/p>\n

\"\"<\/p>\n

Defender was described as \u201cembracing the impossible\u2026 for adventurous audiences\u201d; Jaguar as \u201ca radical, modern luxury EV brand\u2026 the modern luxury experience that is a copy of nothing\u201d; Range Rover as \u201cthe peerless leader in modern luxury, delivering the exceptional for the most discerning clients\u201d; and Discovery as \u201cdelivering luxurious versatility\u2026 delighting new family audiences\u201d.<\/p>\n

Clearly, that description of Discovery wasn\u2019t quite detailed enough for the new CEO. Indeed, when Autocar asked, just three months after the presentation, if Discovery could be distilled, as the new Jaguar brand has been, into just four words, he said: \u201cIt may not do so, as I haven\u2019t got the four words I\u2019m looking for. \u2018Family\u2019 is most likely to be one of them. \u2018Space\u2019 is likely to be one of them.\u00a0<\/p>\n

“But it\u2019s not for me to create these words, it\u2019s for the experts. It\u2019s for me as a layperson to say they\u2019ve nailed it. We haven\u2019t got to that point yet.\u201d<\/p>\n

JLR\u2019s UK managing director, Patrick McGillycuddy, added: \u201cDiscovery is an important brand, and it has absolute equity, it has space in the market and it has a very\u00a0loyal customer base. What we\u2019re going through now is understanding how we reimagine the Discovery brand. What space will it fill?\u201d<\/p>\n

Perhaps it\u2019s no surprise that Discovery needs a much deeper rethink, along the lines of the one that Jaguar has already undergone \u2013 a reflection of both the recent sales performance of the two Discovery models and the effects of the success of the Defender and the likely introduction of a Defender Sport compact EV.<\/p>\n

\"\"<\/p>\n

Sales of the current, seven-year-old Discovery \u2013 which is radically different to its predecessors \u2013 have hardly set the world alight. In the 12 months between March 2022 and March 2023, just over 12,000 units left JLR\u2019s factory in Slovakia. By contrast, 75,000 examples of the Defender, its sister car at Nitra, were sold.<\/p>\n

The long slide started in 2019, when 41,000 Discoverys were sold. In 2020, the total was just 33,600. Of course, JLR was still suffering from the global chip shortage and Covid shutdowns, and it was clearly going to prioritise Defender production.<\/p>\n

But even so, insiders say it\u2019s clear that the Defender \u2013 which is much closer in spirit to the previous generations of Discovery \u2013 is taking significant sales from its range-mate.<\/p>\n

The smaller Land Rover Discovery Sport<\/a>, which is now eight years old (although it did receive a comprehensive update in 2019) is also fading fast.<\/p>\n

Between March 2022 and March 2023, sales fell to around 36,000, after 88,000 were sold in 2019 and 75,000 in 2020. Again, it was a victim of the chip shortage, age and new challengers.<\/p>\n

Clearly, the Discovery line \u2013 which did so much to boost Land Rover\u2019s fortunes when it was born in 1989 \u2013 is suffering a mid-life crisis. The polarising Mk5 Discovery has been torpedoed by the new Defender and the Discovery Sport is aged and facing huge competition.<\/p>\n

\"\"<\/p>\n

It also now looks increasingly likely that any new Discovery will be based on the upcoming pure-electric EMA platform, which is being installed at JLR\u2019s Halewood plant.\u00a0<\/p>\n

With three models already thought to be confirmed for this architecture (the Mk3 Range Rover Evoque<\/a>, the Defender Sport and what\u2019s believed to be a retro reincarnation of the original Range Rover), JLR has an especially difficult job finding a solid market niche for a reinvented Discovery.<\/p>\n

So where on earth to start for JLR\u2019s biggest thinkers, who need to define Discovery for 2026, when the only intellectual hard points seem to be \u2018family\u2019 and \u2018space\u2019? McGillycuddy\u2019s question of \u201cwhat space will it fill?\u201d seems to be key JLR is set to be selling six different SUV models by 2026\/2027, so what would be the point of trying to add another?<\/p>\n

And what sort of Land Rover isn\u2019t just another family SUV<\/a>? But perhaps we can thread together an argument and a concept for the new Discovery, especially in the context of the other two Land Rover-badged brands.<\/p>\n

Let\u2019s dig into a presentation made in the summer by JLR\u2019s chief creative officer, Gerry McGovern. He said that the company\u2019s overall vision was to \u201cbecome proud creators of some of the world\u2019s most desirable modern luxury brands for the world\u2019s most discerning clients\u201d and that the house of brands strategy would have each nameplate \u201cintensely curated\u201d but clearly differentiated, while still using the company\u2019s \u201cwell-established modernist design philosophy\u201d.<\/p>\n

\"\"<\/p>\n

If that sounds a little windy, further along in his presentation he defined the \u201cprovenance\u201d of each brand: Range Rover being \u201cBritish originality\u201d, Defender \u201cBritish adventure\u201d and Discovery \u201cBritish ingenuity\u2026 designed for any family to enjoy any moment\u201d.<\/p>\n

McGovern also defined an \u201caesthetic\u201d for each brand. Range Rover was \u201ciconic\u201d, Defender \u201cheroic\u201d and Discovery \u201chuman-centred\u201d. Under \u201ccraftsmanship\u201d, McGovern\u00a0said Range Rover was \u201cfinest\u201d, Defender \u201cdurable\u201d and Discovery \u201cversatile\u201d.<\/p>\n

So it\u2019s looking like Discovery is heading towards being a car for more affluent families, marked by its design ingenuity, human-centred and adaptable, capable of fulfilling a wide number of roles.<\/p>\n

Which sounds rather like a kind of premium MPV interior wrapped in a much more desirable shell with genuine rough-road abilities, but not one that\u2019s too basically rugged and functional \u2013 something with genuine style and lined with tough premium materials. Seven seats will be a certainty. Not a super-Dacia<\/a>, more a blend of Ford S-Max<\/a>, Mercedes<\/a> All Terrain and Audi Q7<\/a>.<\/p>\n

And there\u2019s another reason to consider a car that\u2019s rather less aerodynamically blunt than most JLR cars: the Mk6 Discovery will be launched as a pure EV, and aerodynamic efficiency matters a great deal with those.<\/p>\n

More specifically, and importantly, is the overall design theme. If there\u2019s a criticism of where JLR is today, it\u2019s that all of its cars are extremely polished to the point of lacking any visual drama. That\u2019s understandable for the Range Rover, which was born out of pure industrial design, but the Range Rover Sport<\/a> has also lost its edge in pursuit of modernist plush.<\/p>\n

Much of today\u2019s range is perhaps too refined \u2013 cars that are dressed very smart casual when some of them need to look like they are bound for the Arctic Circle, not the dress circle.<\/p>\n

\"\"<\/p>\n

Less is a bore, as the old design maxim goes. While the Defender is clearly far more expressive than its sibling models, it still leaves a way open for the reinvention of Discovery. Inspiration could be drawn from very high-end outdoor equipment: serious mountaineering and yachting kit offers a wealth of design cues.<\/p>\n

Versatility means that the completely flat load space of the Mk3 Discovery needs to be revived \u2013 something that should be easy with a skateboard-style EV platform. The materials inside need to be hard-wearing and easy to clean. Moving away from the traditional JLR super-plush interior will give the Discovery brand another USP.<\/p>\n

As a connoisseur of carrying wardrobes, I can say that the Mk6 Discovery\u2019s internal load dimensions need to be around the same as those of the late S-Max \u2013 at least 1975mm long with the rear seats down and at least 1130mm wide.<\/p>\n

A folding front passenger seat is also essential. That extra width should also allow JLR to meet the dreams of many parents: three individual middle-row seats.Size will also matter on city streets, so there\u2019s an opportunity to create something that\u2019s family-sized but not domineering.<\/p>\n

The Mk2 Range Rover was 4.7m long and 1.87m high \u2013 perhaps that\u2019s a proportion worth revisiting.<\/p>\n

Of course, the trick here is to combine all this into a striking new SUV that stands apart from the Range Rover and Defender brands, resulting in a genuine stand-alone offer in JLR showrooms. Indeed, being a house of brands won\u2019t work unless all the brands are distinct.<\/p>\n

So what four words might describe a new Discovery? Here\u2019s my suggestion: Everyone, Everything, Everywhere, Everyday.<\/p>\n<\/div>\n\n

Commercials Cooperation Advertisements:<\/b><\/h2>\r\n


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The Discovery needs to carve its own niche at JLR. Here\u2019s how the Mk6 might look<\/p>\n

Declining sales stolen by the Defender prompts a much-needed rethink as a premium, off-road MPV<\/p>\n

JLR says it needs to completely reinvent the Land Rover Discovery 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