It’s a secret that’s been talked about for quite some time now, but finally, the cat is now out of the bag. Land Rover has officially confirmed what a lot of people have believed was a foregone conclusion. The company will create a new Discovery sub-brand and the first model to come out of this new family of Land Rovers will be the Discovery Sport.
Land Rover has announced that the Discovery Sport will be built as a premium compact SUV . That’s only one part of the announcement, though. More important is the creation of an entire family of models that will finally separate the luxurious Range Rover line from the more lifestyle-oriented Discover line.
There are going to be some concerns on how this affects the company’s entire lineup, specifically on whether it would cannibalize models within the company now that you have two distinct families that still offer pretty much the same thing.
But Land Rover doesn’t seem to care about those concerns and is pressing forward with the arrival of the Discovery Sport that will be based on the Discovery Vision Concept , which Land Rover has brought to the New York Auto Show .
It’s still not known how much of the concept will be translated to the Discovery Sport, but initial returns point to an impressive package that could be teaming with new technology. The Discovery Sport should also play into the luxury image of Land Rover, but not to the extent where it completely impedes on the Range Rover line. So while we expect it to come with a dose of luxury, we still expect it to be a combination of utility and luxury that should play well to a market that wants a good combination of both.
Updated 09/02/2014: The first images of the new Discovery Sport surfaced online with just hours before the SUV’s official debut set for September 3rd. (Jalopnik)
Click past the jump to read more about the Land Rover Discovery Sport.