Jaguar Land Rover (JLR) is planning to revamp its ailing Discovery brand for its sixth generation. The current Discovery model has been on sale since 2017 and is the oldest in the Land Rover lineup. It is also the slowest-selling model, with only 16,750 global sales last year, compared to the Discovery Sport’s nearly double that figure. Despite its low sales numbers, JLR remains committed to bringing back the Discovery for another generation and plans to redefine its positioning around its “family adventures” values.
Mark Cameron, the boss of Discovery and Defender brands at JLR, explained that the repositioning of the Discovery will involve moving it away from its sibling, the Defender, which has been cannibalizing its sales. The Defender offers similar refinement and space, along with a wider range of engines, trims, and body sizes. In 2023, the Defender sold over six times more units than the Discovery. To set the Discovery apart, JLR is considering adopting some MPV design elements, possibly taking inspiration from the Volkswagen ID Buzz.
JLR intends to turn the Discovery into its own stand-alone brand, alongside Range Rover, Defender, and Jaguar. This move aims to prevent the unintentional competition between JLR’s brands, which currently share the same retail footprint. By giving the Discovery its own unique territory, JLR believes it will breathe new life into the brand.
The next-generation Discovery is likely to be based on JLR’s versatile MLA platform, which already underpins the flagship Range Rover. This platform can accommodate both internal combustion engines (ICE) and electric powertrains. JLR has confirmed plans for electric Land Rovers by 2026, and it is expected that the Discovery 6 will be one of them. However, due to fluctuating demand for electric vehicles (EVs), JLR has increased its investment in versatile vehicle architectures and emphasized the importance of plug-in hybrids as a transitional technology. Therefore, there is a possibility that the Discovery will continue to be available with ICE power.
The versatility of the MLA platform may also allow JLR to offer the Discovery with a choice of hybrid and electric powertrains, similar to the Range Rover. The upcoming electric Range Rover, set to be released in 2025, will provide insights into what to expect from a Discovery EV. It will feature advanced 800V electric architecture for rapid charging and promises comparable performance to the existing V8 Range Rover, both on and off-road.
To further elevate the Discovery brand, JLR’s SVO bespoke division is developing a new halo model. This flagship model will have its own unique performance nameplate, aligning with JLR’s strategy to differentiate its four brands. SVO boss Jamal Hameedi expressed excitement about the design freedom that comes with the clean-sheet approach. Special-edition flagships like this also help boost profit margins and generate revenue for future product development.
In conclusion, JLR is determined to reinvent the Discovery brand for its sixth generation by repositioning it and moving it away from its sibling, the Defender. The goal is to clearly define the Discovery’s unique positioning around its “family adventures” values. JLR plans to make the Discovery a stand-alone brand alongside Range Rover, Defender, and Jaguar, in order to avoid competition between its brands. The next-generation Discovery is expected to be based on JLR’s versatile MLA platform, which can accommodate both ICE and electric powertrains. A choice of hybrid and electric powertrains may be offered, similar to the Range Rover. Additionally, a new halo model is being developed by JLR’s SVO division to further elevate the Discovery brand. Overall, these efforts aim to give the Discovery a renewed lease of life and set it apart in the market.