The British company JLR is trying to breathe new life into the Discovery brand and take it away from competition with the Defender brand: the upcoming Discovery models will be positioned as family-friendly and extremely comfortable, but will retain the adventurous spirit of their predecessors.

It so happened that the lion's share of the Discovery's target audience was taken by the current Defender SUV, which is currently the bestseller of the JLR company (former Jaguar Land Rover): in the first half of this year, Defender, according to the company itself, sold 53,232 units worldwide (-4.6% compared to the same period last year), while Discovery sales amounted to only 7,698 units (-18.6%). Between these two models are the Range Rover - 40,850 units sold (+11.9%), the Range Rover Sport - 39,862 units. (+43.4%), Range Rover Evoque — 21,487 units (+23%), Range Rover Velar — 13,463 units (+15.6%) and Discovery Sport — 9,598 units (+5.1%). In short, the big Defender has long been hopelessly stuck in the rearguard.

The current Discovery, the fifth generation according to the official chronology (in fact, it is the third in a row), debuted in 2017 and underwent a scheduled restyling in 2020, after which rumors began to circulate that the sixth generation of the SUV might not exist at all, and the Discovery name would be archived until better times.

The new Discovery is likely to be the most spacious model in the JLR range, and an elite special edition is already being prepared for it, close in status and price to the Land Rover Defender Octa, but with its own unique design and functional features.