Jaguar Land Rover to Reshape Discovery Brand, Launch New Electric Vehicle

TapTechNews August 27th news, Jaguar Land Rover is reshaping the Discovery brand, will further increase the distinction between Defender and Land Rover, and will launch the first all-new pure electric vehicle.

Jaguar Land Rover announced major adjustments last summer, splitting into four sub-brands: Range Rover, Defender, Discoverer, and Jaguar. The company initially planned to launch six new electric vehicle models by 2026, but the company officially postponed two this year.

When interviewed by autocar, Mark Cameron, the general manager of Jaguar Land Rover Discovery and Defender brands, emphasized that the Discovery and Defender brands will be further distinguished. He said: From a product perspective, the user group of the Defender covers the Discovery series and has eroded a large amount of business of the Discovery series.

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

Cameron said: To reshape the connotation of the Discovery brand, we must ensure that it is in a truly unique field. This kind of distinctiveness will revitalize the brand, because currently all brands of JRL are competing with each other.