Most automakers are content to reveal their new products with the help of a few spotlights, a little music, perhaps even a couple acrobats and entertainers. But Land Rover literally barged in for the 2014 Paris Motor Show, staging a splashy media preview on a Seine riverboat.
One can understand the British maker’s enthusiasm. Land Rover has been gaining significant momentum in recent years with the launch of a series of new products for its Range Rover sub-brand. Now, it’s turning its attention to the Discovery nameplate, and the all-new Discovery Sport model debuting in Paris will become the first in a family of models that will serve as Land Rover’s mid-range line-up.
“We’re looking to how we can stretch the brand,” explained Land Rover design chief Gerry McGovern, stressing that “This is very much a product-led transformation of our business. We’re looking not only to replace existing vehicles but how we can fill the white space” between those older Land Rover models.