JLR: Land Rover Discovery has “huge potential” as its own brand

JLR: Land Rover Discovery has “huge potential” as its own brand


JLR bosses are assured that the Land Rover Discovery is smart a standalone model, as the corporate separates its line-up into 4 distinct pillars: Defender, Discovery, Jaguar and Range Rover.

Questions dangle over the viability of carving out Discovery as a model in its personal proper, on condition that it is at present the slowest-selling Land Rover mannequin, however bosses say it might survive – and thrive – due to the distinctive function it performs within the JLR portfolio. 

Describing it as “the ‘we’ model” and calling it “an enabler to make on daily basis distinctive”, advertising and marketing boss Anthony Bradbury advised Autocar work is underneath method to decide how the Discovery household of the long run will look.

“Of the 4 manufacturers, it is the one which, by way of its future state, there’s essentially the most work to do [on] internally,” he mentioned. “However that is massively thrilling, as a result of, actually in our view, it is obtained monumental potential to develop.”

JLR bought simply over 12,000 Discoverys within the 12 months to March, in contrast with practically 75,000 examples of the Land Rover Defender, however Bradbury mentioned this was largely a results of the semiconductor scarcity forcing the corporate to prioritise extra worthwhile fashions. 

“You may’t take that too actually as a sign of demand,” he mentioned. “We have been very constrained in what we may construct.”

The newer and dearer Range Rover and Range Rover Sport have been “clearly going to get precedence” in consequence, he mentioned, “as a result of they have been the automobiles being launched”.

Even with the give attention to dearer automobiles, JLR bought 3 times as many examples of the smaller and cheaper Land Rover Discovery Sport in the identical interval, doubtlessly lending weight to the viability of a various household of Discovery fashions. 

JLR UK managing director Patrick McGillycuddy echoed Bradbury’s outlook: “For us, Discovery is a crucial model, and it has absolute fairness, it has area available in the market and it has a really loyal buyer base. 



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Alex Lorel

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