Land Rover may rebadge Freelander as a Discovery in 2015

Article by Anita Panait, on October 31, 2013

Land Rover may rebadge its Freelander medium sports utility vehicle as a Discovery when it starts selling its replacement in 2015. Doing so would lead to the creation of a Discovery sub-brand for Land Rover, while the new vehicle will be positioned below the current Discovery. The Freelander's replacement will be larger than the current model and will have a seven-seat variant, a person privy with Land Rover’s plan told Automotive News Europe.

Land Rover has already set a similar naming strategy for the Range Rover and Range Rover Sport. Land Rover is selling the Freelander as the LR2 in the U.S. and the as the LR4. According to Max Warburton, an analyst at Bernstein Research, renaming the Freelander would be simpler for potential buyers.

Both the Freelander and Discovery are currently grouped under 'leisure' in Land Rover's "three pillars" design strategy. Range Rover-badged units are under the 'luxury' pillar while the Defender is 'dual purpose.' The Freelander’s replacement will be underpinned by a version of the current steel platform with output set at Jaguar Land Rover’s Halewood site in Liverpool.

According to Bernstein, the Freelander is the only model in the Land Rover range that doesn’t lead to profits once research and development expenses and other fixed costs are taken into account.

Land Rover has provided the Freelander 2 a first-rate redesign, giving a surprisingly better comfortability, convenience and driving satisfaction. New derivatives, colors, exterior design components, enhanced hardware levels and continued choice of polished and economical diesel engines, all add to enhance this SUV.

Interior hardware levels take off to new heights in the Land Rover Freelander 2 with a large group of crisp and exhilarating elements including three new color ways as part of a "Dynamic" derivative, all-new center console, 7-inch color touch-screen with improved sound systems from Meridian and optional satellite navigation.

Passive start replaces key dock and there's a brand-new "intelligent" electric parking brake which changes brake force according to the slant the car is parked on. 'Say What You See' - a voice activation system with visual prompts, and rear view camera capacity are likewise both new to the Land Rover Freelander 2.

Exterior design details have been patched up for an incorporated and coordinated look, including more modern lights front and rear using the most recent LED innovation and another iconic graphic in the front running lights. The XS model gains all-new 17-inch alloy wheels and an improved bodystyling pack.

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