Dubai: The people over at Land Rover have just set their sights lower ... just about. With the introduction of the Discovery Sport — the first of more to follow bearing the Discovery badge — the UK marque wants to open up innate possibilities within the mid-tier SUV space than ever before.
And this would apply just as much in the UAE and some of the other Gulf markets, where the fiercely upscale Range Rover models have had it all their way over the years.
“We have designed this family of vehicles so they really distinguish themselves from other Land Rover products and competitors by offering the most versatile proposition within the segments in which they compete,” said Bruce Robertson, Managing Director of Jaguar Land Rover MENA. “For those looking for a top-of-the-range vehicle, our Range Rover line-up of course comes with a price premium.
“For the Discovery family, our pricing strategy comes down to offering the best value for money within the SUV segment. Of course, as with any Land Rover, customers can expect a car packed with technology and a level of luxury which rivals many of our competitors.”
Certainly, Land Rover does not do pared down versions. The manufacturer has been quite generous with the trappings it has put in place into the new model. “There are a number of unique features which are new to the segment ... for example the 5+2 seating versatility in a more compact footprint than traditional seven-seat SUVs,’ said Roberston. “The design really defines the bold new direction we are taking, and it will be a key priority for us here in the region, in terms of attracting both existing and new customers to the Land Rover brand.
Still, this is a market where the Range Rover label is imprinted into the buyer psyche.
“Specifically in the GCC, our higher spec models do continue to deliver a large percentage of our sales compared to other markets such as in Europe which are the exact opposite,” said Robertson. “Sales of our flagship Range Rover are up 28 per cent this year for the period April to November, with sales of Range Rover Sport and Range Rover Evoque posting a 10 per cent and 2 per cent increase respectively.
“I see this shifting slightly with the introduction of the Discovery family starting with the Sport. We also saw a healthy increase across our Land Rover vehicles, in particular the Land Rover LR4/Discovery 4 which saw a 10 per cent increase for the same period (April to November).”
Robertson wouldn’t let on the kind of volume expectations he has for the Discovery Sport, beyond adding that “our initial pre-orders are very healthy and I expect this to translate into strong sales when it hits showrooms next year.”
But Discovery Sport does come with the paraphernalia that should strike a chord with buyer prospects. The version available locally will carry a 2.0-litre turbocharged engine (with four cylinders) that can do a 240-hp and a maximum torque of 1,750-rpm. It sports a nine-speed transmission, and will be priced from Dh159,000.
Secure in its domination of the top-end of the SUV hierarchy, Land Rover sees a “definite gap in the market for a mid-sized SUV with the complete package,” said Robertson. “The Discovery Sport will appeal to a cross-section of consumers, particularly young couples and families, and its design means it has a definite sporty edge.”
