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.
Defender's
success encroached on Discovery's territory, but there is space for both brands.
The upcoming
Discovery model
would likely feature a more upmarket and less utilitarian design.
JLR announced that Range Rover,
Defender, and Discovery
would become standalone brands.
The flexible modular longitudinal architecture, currently used in the Range Rover, will enable a mix of combustion and electrified offerings.
The next
Discovery model
is expected to move upmarket, positioning itself above the Defender.
With a strategic focus on luxury, family-friendly design, and the shift towards
electric vehicles
, the future of Discovery looks promising.