Land Rover Discovery 5 completely missed its mark
- The Land Rover Discovery 5 launched in 2016 is the successor of a Discovery family that had some success from the first generation of the model launched in 1989 until 2016. In theory, the Discovery 5 was marketed to feed the gap between Discovery Sport in the D segment and the Range Rover / Range Rover Sport in the E segment. In reality, it hasn't really found its place in the carmaker's line-up.
- Compared to older generations, the Discovery 5 has extended by almost 15 cm, posting an impressive length for an SUV, of 4.97 meters. Its imposing volume and mass (2.2 tonnes to 2.3 tonnes), combined with diesel engines but without hybridization versions, did not work in its favour. Not to mention its price (60,000 to 70,000 euros according to versions), a net increase compared to previous models.
- The customers did not follow and in the end, Land Rover only sold 137 000 Discovery 5 between 2016 and 2020 (34,000 per year), against 312,000 Discovery 4 between 2009 and 2017 (39,000 per year) and 266 000 Discovery 3 between 2004 and 2009 (53,000 per year).
- Moreover, the Discovery 5 is already largely outdated, even compared to other models of the brand, such as the Defender or the Range Velar. His career is therefore likely to be limited to five years, compared to eight years for the Discovery 4.
- The new Defender seems to have taken over the Discovery 5, being positioned in the same segment, and nearly 40,000 copies have already been sold in a year, while 2020 has been a very bad year overall.
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