The Land Rover Discovery has gradually faded from the luxury crossover market, with nearly 10,000 units being sold annually in the US before the pandemic, but only 2,416 units sold last year, which is disappointing. Meanwhile, the Lexus GX sold 4,256 units, partly due to the Defender model taking some sales away from the Discovery.
Land Rover is well aware of this issue and plans to create more distance between the Defender and the next generation of Discovery. Mark Cameron from Land Rover stated, “From a product perspective, the Defender has come in and completely outperformed the Discovery, capturing a lot of its sales.” While company officials did not delve into many details, they suggested that the next Discovery model would focus on “family adventures” and be positioned in “a truly unique area.” While this sounds like typical marketing exaggeration, Land Rover seems serious about making a change.
Interestingly, the SUV could adopt “some design elements of MPVs.” While there are no specific details, reports hint at the Volkswagen ID. Buzz as a potential reference.
While the new model is supposed to lean more towards the crossover side rather than the minivan side, this shift still represents a significant change. Regardless, the redesigned Discovery is expected to offer internal combustion engines in addition to hybrid powertrains, along with news of a new flagship model that will be at the top of the lineup.
Senior Writer The quest for automotive knowledge began as soon as the earliest memories. Various sources information, even questionable ones, have been explored including video games, television, magazines, or even internet forums. Still stuck in that rabbit hole.
