Land Rover dropping Discovery name

By AUTOWEEK Land Rover dropping Discovery name in U.S.

Land Rover has discovered that, at least in the United States, its Discovery name doesn’t carry the same go-anywhere meaning and brand value as it does in other parts of the world. As a result, when the all-new, next-generation Discovery SUV arrives on these shores late this year, its Stateside moniker will be Land Rover LR3. Discovery will continue as a nameplate elsewhere in the world where Land Rovers are sold, but in the States the company plans to focus more attention on the established Land Rover marque than on the vehicle’s nameplate.