Next Range Rover could move upscale

The next Land Rover Discovery, shown in this spy photo, is expected to arrive in the first quarter of next year. Photo credit: KGP PHOTOGRAPHY

GAYDON, England — A new version of the Land Rover Discovery due in the first quarter of 2017 could give the automaker an opportunity to move the next Range Rover further upmarket, perhaps to compete with the Bentley Bentayga.

“I think Range Rover has no way reached its ceiling in terms of price,” said Gerry McGovern, Land Rover’s design director and chief creative officer, in an interview. “As we make [the Discovery and Discovery Sport] more premium, it becomes incumbent on us to make Range Rover even more luxurious, and that is what we are focused on.”

McGovern: Higher price ceiling

But McGovern added: “I don’t think an optimized seven-seater is the right proposition for Range Rover, no matter what anybody says. That’s Discovery territory. It’s not to say you can’t have a 5+2 on a Range Rover Sport.” 

If Range Rover and Discovery move upmarket, it’s possible some vehicles in the next Land Rover Defender’s family could move into the Discovery’s niche. 

“I think it potentially might take some Discovery die-hards to say, “I like the ruggedness of that. It’s not designed. It’s not styled.’ I think maybe [the next] Defender might appeal to those types of people.”

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