The decision to make Discovery a seperate brand is causing JLR execs to rethink its positioning
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Arguably, the Discovery Sport’s plummet down the league tables may have something to do with the fact that it was introduced nine years ago, in late 2014. JLR also stresses that the company’s approach to prioritize production of higher margin vehicles during ahad a part to play in the low volumes, with more profitable models such as the new Range Rover and Range Rover Sport given preference.
However, it could be said that one of the main problems with Discovery, and perhaps the entire JLR SUV range, is the sheer overlap of products. While the Land Rover Discovery was once chosen by consumers for being a seven-seater, there are multiple SUVs within the JLR stable that offer that now. It can be argued that the new Defender seemingly does the job that the Discovery did but in a more stylish package.
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