| Covering the broadest possible market segments | | | | partnership ended when BMW buying the Rover |
| with various products lines has always been the | | | | Group in 1994. |
| marketing strategy of automobile makers unless | | | | A 3rd party design consultant ware hired - the |
| you are just targeting a certain niche like the | | | | Conran Design Group in London, to help the Rover |
| upscale sports dominated by Ferrari or the luxury | | | | team design a more suitable interior for an |
| upscale limousines like the Rolls. | | | | all-terrain 4x4 to be positioned more as a cheaper |
| Among SUVs, you have a number of Japanese, | | | | lifestyle alternative to Range Rover. It ended with |
| American and European makes competing for | | | | some remarkable designs that in 1999 won a |
| world markets. The Land Rover has been a | | | | British Design Award for its custom sunglass |
| traditional brand that had its roots in 1948 and has | | | | holder that's uniquely positioned at the center of |
| been the most recognized brand as a | | | | the steering wheel. |
| multi-purpose all-weather all terrain utility vehicle. | | | | Most of its interior specs had been holdovers |
| Its presence is everywhere, from the military | | | | from a Range Rover design mock-up. Its interior |
| forces in many countries, to expeditionary land | | | | structure is basically that of a Range Rover with |
| transport as well as in the more mundane | | | | various functional design elements like its |
| agriculture and industrial settings. | | | | switchgear and instrument panel taken from the |
| It wasn't until the late 80s and early 90s that the | | | | Montego and Maestro Rover series. Its exterior |
| phenomenon of SUVs took hold on the Land | | | | also borrowed design elements like the headlamps |
| Rover to start marketing a more updated series | | | | from the Freight Rover and the taillights from its |
| of vehicles that are at once all-terrain all-wheel | | | | Maestro van. |
| drive sporty with the creature comforts | | | | Behind the hood, the Discovery 1 was offered |
| associated with urban driving on city roads. With | | | | with either a 2.5 liter Tdi diesel or the 3.5 liter V8 |
| that, the Rover Group Plc introduced the Land | | | | engines. In 1994 it was introduced in the US |
| Rover Discovery 1 - the first in a series that | | | | modified to comply with the strict US motor |
| redefined the Land Rover as an SUV for th90s | | | | vehicle requirements. Improvements were further |
| and beyond | | | | added like Bosch electronic emissions control, a |
| A Cheaper Range Rover by Design | | | | more comfortable ride, a stronger R380 gearbox, |
| The Discovery was born from a vehicle project | | | | larger headlights and a second set of lights on the |
| code-named "Project Jay" with the specific | | | | rear bumper. |
| objective of coming out with a new Land Rover | | | | Other improvements were done to comply with |
| model based on the chassis and drivetrain of the | | | | newer European road safety standards. In 1995 a |
| upscale Range Rover but at a lower price point to | | | | more powerful 3.9 litter V8 from the Range |
| attract a larger budget conscious market and to | | | | Rover SE model was used. Its 1996 models and |
| keep the Japanese SUVs at bay. First unveiled in | | | | onwards were fitted with 4.0L engines had a few |
| the UK markets in 1989 as a 3-door model with | | | | improvements that included a larger, cross-bolted |
| the larger 5-door variant appearing the following | | | | main bearings, revised intake, pistons and a new |
| year, the Discovery also came out in the | | | | distributorless engine management system called |
| Japanese markets as the Honda Crossroad | | | | GEMS. 1998 saw the end of the Land Rover |
| between 1989 and 1999 resulting from the | | | | Discovery 1 life cycle to be replaced by the |
| technical partnership with Honda Motors. The | | | | Discovery 2. |