JLR to reposition Discovery lineup amid sales slump

First introduced in 1989 as bridge between the Defender off-roader and the upscale Range Rover, the Discovery’s appeal has waned in recent years. “There is no hiding: Discovery is not performing to the same level as the other two [Range Rover and Defender],” JLR CEO Adrian Mardell told Autocar magazine. Now we have moved people into the Discovery house.”JLR has reorganized its product portfolio into four brands – Range Rover, Defender, Discovery and Jaguar. The Discovery was Land Rover’s worst-selling model in the quarter ended June 30 with global sales of 4,354 units. The Discovery Sport, related to the Range Rover Evoque compact, was Land Rover’s second slowest-selling model in the quarter with 7,022 units sold.