news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

IT Home reported on August 27 that Jaguar Land Rover is reshaping the Discovery brand.It will further differentiate between Defender and Land Rover and will launch its first all-new pure electric vehicle.

Jaguar Land Rover announced a major restructuring last summer, splitting off four sub-brands: Range Rover, Defender, Discovery and Jaguar. The company initially planned to launch six new electric models by 2026, but this year the company officially announced that two models would be postponed.

In an interview with Autocar, Mark Cameron, General Manager of Jaguar Land Rover Discovery and Defender, stressed that the two brands would be further differentiated. He said: "From a product perspective, the user group of Defender covers the Discovery series and has cannibalized a lot of the Discovery series' business."

IT Home quoted media reports that Cameron said the Discovery and Defender brands would be further subdivided to achieve differentiation. The media reported that the Discovery series may adopt a design similar to Volkswagen ID.Buzz and add MPV elements.

“To reimagine Discovery, we had to make sure it was in a truly unique space,” Cameron said. “That differentiation would reinvigorate the brand because currently all of JRL’s brands are competing with each other.”