Jaguar Land Rover’s Discovery brand is getting a new look as it prepares to launch its first all-electric vehicle. The Discovery EV will be unique as it looks to differentiate from Defender and models. It may even include a Volkswagen ID.
Buzz-like design. Last summer, JLR , breaking the Range Rover, Defender, Discovery, and Jaguar names into four distinct sub-brands. Although initial plans included launching six new EV models across the brands by 2026, two were pushed back earlier this year.
Range Rover has been teasing its first EV ahead of its official debut later this year. The Range Rover Electric has already secured as the brand promises unrivaled luxury and capability. After a smaller Range Rover Sport Electric, JLR is expected to introduce the first Discovery brand EV.
Although Discovery accounts for just 4% of total sales, JLR is committed to reviving the brand. The revamp will focus on “family adventures,” Mark Cameron, Discovery and Defender brand managing director, told . Cameron stressed Discovery needs to stand apart from Defender, which attracts a similar market.
However, the Defender brand sold six times more than Discovery last year, topping 110,000. “If you look from a product perspective, Defender came in and sat quite squarely on top of Discovery and cannibalised a lot of that business,” Cameron explained. The current Discovery has been on the market since 2017, making it the oldest in JLR’s lineup.
It’s also the slowest-selling, with only 16,.