Discovery Struggles with Poor Sales
Major Changes Planned for Upcoming Next-Generation Model
Land Rover, renowned for its focus on SUVs, operates under three brands: Range Rover, Defender, and Discovery. The Discovery lineup includes the standard Discovery and the Discovery Sport. Both models have been on the market for a significant period, leading to diminished sales that now contribute just 4% of JLR’s total revenue.
Land Rover is planning substantial updates in response to the Discovery’s declining popularity. The next-generation Discovery will incorporate elements typically seen in minivans. Let’s delve into the reasons behind Discovery’s sales slump and what the future holds for this iconic model.
Current Land Rover Discovery
Overlaps in Position with the Defender
The Defender is a hallmark of Land Rover’s rugged SUV heritage, while the Discovery offers a blend of off-road capability with additional comfort and convenience. Initially designed for versatility, the Discovery was popular during Land Rover’s peak sales years due to its ease of handling both everyday driving and leisure activities.
However, the introduction of the second-generation Defender altered the landscape. With its more rounded design and improved ride quality, the new Defender has become a formidable competitor to the Discovery. The 5-door 110 model, now classified as mid-size, is comparable to and sometimes even larger than the Discovery. Despite the Discovery’s lower price point, buyers are increasingly drawn to the Defender’s enhanced features and larger dimensions, resulting in a significant decline in Discovery sales.
Next-Generation Discovery to Incorporate Minivan Elements
Faced with declining sales of the Discovery due to the growing appeal of the Defender, Land Rover is planning significant updates for the next-generation Discovery. The company intends to set it apart from both the Defender and the current Discovery by incorporating design elements typical of minivans—references to Volkswagen’s ID. Buzz suggests the new model might transition from a traditional SUV to a minivan-like vehicle.
Compared to other seven-seater SUVs, the Discovery offers relatively spacious third-row seating, providing high comfort. The next-generation model is expected to enhance this feature further, potentially accommodating it even more.
Next-Generation Discovery
Exploring the Released Information
What we know about the upcoming Discovery is that it will be built on the JLR MLA platform, which is also used for the latest Range Rover and Range Rover Sport models. This platform change is likely to result in a larger vehicle.
The powertrain options will include the familiar 2.0-liter gasoline and diesel engines and 3.0-liter gasoline and diesel engines, some with mild hybrid technology. Land Rover also plans to offer plug-in hybrid and electric variants. The release date for the next-generation Discovery has not yet been announced.
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