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”
Everybody’s gettin’ down at the Disco, so Land Rover’s CCO gets his boogie shoes on.
Since Land Rover announced the current L462 Discovery last year, JLR and Land Rover’s Chief Creative Officer, Gerry McGovern have been batting away varying degrees of critical opprobrium over the vehicle’s rear-end styling – the Discovery’s offset numberplate positioning to be exact. A few weeks ago GMG expressed his defiance at the critical backlash associated with his creation, suggesting the problem was not of his making.
It’s all change at Land Rover, as Archie Vicar might say. I have prepared this visual analysis of the car so as to show you what’s being offered.
The new car looks longer and lower and has lost a few degrees of rectilinearity. It has also lost the hard, industrial character which made the last Disovery so appealing and indeed distinct from the Range Rover above it. The residual roof bump might make sense in a design board meeting (“We’ve refenced the step in the roof, Bob, but made it more dynamic…”) but in reality it is now pure styling.
The base of the A-pillar is visually very unsettling, a hard corner amidst a mass of radii. The previous model handled this area nicely. Notice the lamps are now horizonally accented and not vertical. They resemble a Ford S-Max and the stepped feature offers nothing functional. The BOF construction has gone as well as the square looks.
Verdict: the Discovery now looks like many other mid-size SUVs.