Disco isn't dead, but you might wish it was
Land Rover is looking to reimagine the Discovery to help separate it from the Defender. The redesigned model could take some cues from minivans such as the Volkswagen ID. Buzz. This suggests the Discovery could become more of a family vehicle than an off-roader. Luxury SUVs are a hot commodity, but the Land Rover Discovery has faded from the spotlight. While the model generated nearly 10,000 sales annually in the United States before the pandemic, the brand only moved 2,416 units last year.
As Land Rover’s Mark Cameron explained to Autocar, “If you look from a product perspective, Defender came in and sat quite squarely on top of Discovery and cannibalized a lot of that business.” While officials didn’t go into many specifics, they suggested the next Discovery will focus on “family adventures” and be positioned in a “really unique territory.” While that sounds like typical marketing hyperbole, it seems like Land Rover is serious about shaking things up.
Land Rover Defender Land Rover Discovery Reports
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