Disco Revival

History repeats at Land Rover.

1989 LR Discovery. (c) Iroac.com

Thirty years ago, in the hope of reviving their ailing business, Land Rover introduced the Discovery at the 1989 Frankfurt motor show, inspired (in part) by the vehicle that had made their name, but aimed at a very different customer. Three decades later, facing an even more precipitous climb, they appear to be doing something broadly similar, this time however, based squarely upon the original.

The eternal Defender, in production in various forms since 1948 had become a very dated proposition by the close of the 1980s. Starved of meaningful investment throughout the previous troubled decade, the Land Rover’s best days were well past. The global market it once enjoyed was being eaten alive by more modern, better developed and more reliable Japanese rivals and with BL’s apathy being equal to its empty coffers, the outlook seemed as stark as a contemporary Landie’s cabin. Continue reading “Disco Revival”