Jaguar Land Rover unveils concept for the new Discovery model range

LAND Rover has revealed how its next generation Discovery model range will send the off-road brand in a new direction.

The Discovery Vision Concept SUV has been unveiled in New York and marks a clear move away from the more utilitarian vehicles for which the company made its name and more towards the luxury end of the off-road market.

The Solihull-based company is even ditching the ‘Land Rover’ tag and launching the Discovery as a new model range in its own name. This means the company will become a three-brand business with Land Rover, Range Rover and now Discovery.

The first model of the new Discovery range is due in 2015. The concept car previewed at the US show features what Jaguar Land Rover describes as “dynamic new design language and an array of innovative versatility and capability features”. It is also packed with the latest pioneering technologies developed by JLR’s advanced research division.

It is also a million miles away from the rather rugged vehicle which launched the Discovery name back in 1989 – although the marque has been getting steadily more luxurious over the years.

In keeping with the image created by JLR, the new Discovery Vision Concept was unveiled alongside a scale model of the Virgin Galactic spacecraft at a spectacular event aboard the USS Intrepid aircraft carrier, now a permanent museum moored in New York harbour.

JLR said the transition of the Discovery would redefine the leisure SUV (sports utility vehicle) category.

Phil Popham, Group Marketing Director, Jaguar Land Rover, said: “We announced at the Geneva Motor Show in March that the Discovery family is set to evolve. It is apt that in the 25th anniversary year of the original Discovery that we preview how this evolution will take us forward into a daring new era. The Discovery Vision Concept gives us the first stunning glimpse into this hugely exciting future.”The new concept for the Discovery model range

JLR’s intention is to make the new model stand out in what is becoming an increasingly crowded sector, with buyers demanding ever more luxurious and technologically advanced vehicles.

The new concept features a stepped roof to give the vehicle a more aerodynamic profile and JLR says far greater attention has been given to creating a compelling design.

Gerry McGovern, Design Director and Chief Creative Officer, Land Rover, said: “The Discovery Concept vehicle represents a vision of our future family of leisure SUVs. Its modern, relevant and compelling design is a significant shift from Discovery as we know it, while well considered practicality, configurability and Land Rover’s capability seamlessly blend to create a highly desirable vehicle that connects on an emotional level.”

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