The Future of Land Rover Discovery: From SUV to Successful Brand

The sales numbers reflect this, with the Discovery being the least popular Land Rover globally.

Anthony Bradbury, JLR's marketing head, sees Discovery as the company's "we brand" and an enabler for exceptional experiences.

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Defender's success encroached on Discovery's territory, but there is space for both brands.

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The upcoming Discovery model would likely feature a more upmarket and less utilitarian design.

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JLR announced that Range Rover, Defender, and Discovery would become standalone brands.

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The flexible modular longitudinal architecture, currently used in the Range Rover, will enable a mix of combustion and electrified offerings.

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The next Discovery model is expected to move upmarket, positioning itself above the Defender.

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With a strategic focus on luxury, family-friendly design, and the shift towards electric vehicles, the future of Discovery looks promising.

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