Currently reading: Jaguar Land Rover plans more hardcore SVX off-roaders
Following the launch of the Discovery SVX, designers at both sides of JLR want more rugged models

Design bosses at both Land Rover and Jaguar see merit in more models wearing the new SVX badge for extreme off-roaders, following last month's launch of the Discovery SVX.

The SVX badge is the work of Jaguar Land Rover’s Special Vehicle Operations unit, which is designed to signify the most off-road-focused variants.

Land Rover design boss Gerry McGovern has told Autocar that the new badge would be appropriate for Discovery models and “arguably Defender” when that launches later in the decade , but less so for a Range Rover

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Jaguar design director Ian Callum, who gave the E-Pace SUV a public debut at the September show, has said the badge could be possible on a Jaguar too. 

“We don’t talk a lot about the [off-road] ability of our cars because they’re road-biased,” he explained. “But they could have that capability as we have the tech in the group. I see the opportunity – if Land Rover can do SVR, we can do SVX.” 

The toughness of the Discovery SVX also helps fill the gap in the Land Rover range before the new Defender is launched, according to McGovern. The “ultimate capability machine will be Defender”, he said, but noted the Discovery is “equally capable”. He added: “This is doing that [job] until it arrives.” 

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McGovern revealed the plush premium execution of the Discovery SVX – what he described as “premium durability” – was a direction the Defender was likely to follow. 

“We have to stop thinking about function in a durable way,” McGovern said. “When you’re buying into the brand, you’re buying a premium product.” 

He highlighted that materials can be both premium and durable, such as the satin paint finish, and while the SVX badge had moved the Discovery in a more extreme direction, it had also made it more premium. 

“It’s not cheap,” McGovern said. “There are sophisticated surfaces, the premium durability. You think of stripping down to basics [for extreme off-road vehicles] but I don’t think people want that any more.” 

Related stories:

Land Rover Discovery review 

Range Rover Sport SVR review 

Land Rover Discovery SVX unveiled 

Mark Tisshaw

Title: Editor

Mark is a journalist with more than a decade of top-level experience in the automotive industry. He first joined Autocar in 2009, having previously worked in local newspapers. He has held several roles at Autocar, including news editor, deputy editor, digital editor and his current position of editor, one he has held since 2017.

From this position he oversees all of Autocar’s content across the print magazine, website, social media, video, and podcast channels, as well as our recent launch, Autocar Business. Mark regularly interviews the very top global executives in the automotive industry, telling their stories and holding them to account, meeting them at shows and events around the world.

Mark is a Car of the Year juror, a prestigious annual award that Autocar is one of the main sponsors of. He has made media appearances on the likes of the BBC, and contributed to titles including What Car?Move Electric and Pistonheads, and has written a column for The Sun.

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Spanner 16 October 2017

McGovern translator

in answer to T Stag. Many of us want a Landrover like the last discovery, a premium utilitarian piece of kit. The new one has just tipped into the realms, by my definition anyway, of a totally urban on roader, It lacks the internal and external ruggedness needed to be really useful. The only thing they got right was the addition of a dark headliner in the 5, as the disco 4 had an inexplicably light coloured one which in mine is now covered in mud, and general detritus from the car actually being used as a tool - it's the sort of detail you notice when the car is used as a workhorse. To quote a man from JLR, if you want a car,  Buy a 5, if you want a tool, buy a 4. Most people evidently want a car, and I am an exception/anachronism.

deciphering McGovern:

SVX = premium royalty spec, with extra curb mounting capability, special premium spec +++

tough = premium bling

off road = on road & premium

rugged = expensive, premium bling

etc etc, ad nauseam.

TStag 16 October 2017

I don't see the problem.

I don't see the problem. Clearly Land Rover don't want the next Defender to be just a utilitarian mud plugger. They want it to be the best off road vehicle in its class bar none, pioneering next off road tech and whilst also being refined enough to widen its appeal. Today that car is arguably the Toyota Land Cruiser. Why can't Land Rover take on Toyota?

Why make a cheap as chips Jeep? Do you know how hard it is to make profits in that way? And what's written by with the next Defender being best of class? Sure you may not be able to afford it but Rover said nice tried to make affordable cars and look where it got them!

Bazzer 16 October 2017

"Defender, when that launches later in the decade"

Which decade?