News - Land Rover
Land Rover product rollout ramps up
Family planning: The Discovery brand will include more models, but the most recent one is the new-generation Discovery that lobs in Australia this year.
Velar just the tip of the new product iceberg for Land Rover
10 March 2017
THE freshly revealed Range Rover Velar is just the tip of the iceberg for Land
Rover’s new model onslaught, with the three different family of models set to
expand in the coming years.
Land Rover uncovered its latest model – the Ranger Rover Velar mid-size SUV
that shares its underpinnings with the Jaguar F-Pace – at this week’s Geneva
motor show, that is set to take on the Audi Q5 and Mercedes-Benz GLC.
The Indian-owned British brand has previously announced its strategy that
includes three distinct families of brands under the overarching Land Rover
banner – the Discovery, Range Rover and Defender brands.
Speaking to GoAuto at the Geneva show, Land Rover design director Gerry
McGovern would not rule out entering more market segments in which it does not
“Well we are always looking for opportunities to increase the breadth of our
brand in terms of our universal appeal and the stretch of the brand,” he said
on the Land Rover stand. “I think Land Rover has already proven that it has the
ability to go into segments it hasn’t been in before.
“Part of our job is to not just replace our existing models but to look at
opportunities to build, and that is what we are doing. That (Velar) was an
example, Evoque, Discovery Sport, Evoque Convertible are examples, so we will
continue to explore.”
Left: Land Rover design director Gerry McGovern
While it is unclear what market segments were next, the company is yet to
commence the rollout of any of the new Defender models, but this is likely to
kick off later this decade.
There are also gaps in the Discovery family, which for now includes the
mid-size Discovery Sport and the new-generation Disco that lands in Australia
When asked if there were SUV segments that Land Rover would not compete in,
such as the sub-Evoque market, Mr McGovern said there was still more to come
from all three brands.
“We have so far seen most of the action on Range Rover. Some action on
Discovery with two vehicles. There’s still a lot more to go there because they
aren’t really a family yet. We haven’t even gone to Defender yet. We are never
going to do ordinary vehicles, would be my answer to that.
“In terms of new space – things that haven’t even been thought about yet – I
think there are lots of opportunities. Because we have got those three families
that are quite differentiated because they represent different vales – Range
Rover refinement and sophistication, Discovery – all about versatility and
Defender durability. That gives you three specific areas to focus on and target
certain customer groups.”
Mr McGovern told GoAuto at the Frankfurt show in 2015 that a number of sizes
and segments were being considered and that he did not rule out a sub-compact
In terms of the Velar, Mr McGovern would not be drawn on whether it would
become the SUV specialist’s top-seller globally.
“I am not sure about that. I think it surprised a lot of people. Clearly it has
got the capability to. The Evoque sells 130,000 a year. About 120,000 Discover
Sports so we will see.”
As reported, the Velar will roll into Australian dealerships in December this
year priced from $70,300 plus on-road costs for the base diesel and will top
out at $167,600 for the flagship variant.