Land Rover Discovery earns its stripes

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Land Rover Discovery has won 62 international awards since its launch in 2009. Col Jackson looks at the appeal that has kept this well-appointed all-terrain vehicle at the top of its game.

Land Rover Discovery earns its stripes
NFM's Col Jackson takes a closer look at the Land Discovery to seek out its appeal.

Over the past 65 years Land Rover has ‘earned its stripes’ in Australia, so much so that since 2008 the flagship Discovery has been wearing the flags of many nations across its rear glass panel — to my mind forming a resemblance to Service Ribbons worn by the military.

The people at Land Rover may not have noticed the metaphor, but from my point of view, there is a correlation.

Land Rover has evolved into a British manufacturing strength, and while it is this country's leading specialist 4WD importer, it is also currently sold in approximately 180 global markets.

And the revered company’s vehicles also have a military background.

I’ve had many experiences with the Australian military version of the Land Rover.

It was a primitive vehicle compared to the more efficient, comfortable, versatile and manoeuvrable Perenties which have more models than the average motor showroom.

Land Rover as represented in the 2012 version (released January 2013), is as much a contrast to those original basic models as the Tiger Moth is to the latest fighter jets.

When the Discovery 4 TDV6 won 4x4 Australia Magazine’s 2013 4x4 of the Year, it was ‘just another’ accolade keeping Land Rover up there with the "Best of British" nomenclature.

In the preceding year, Discovery 4 SDV6 SE won the Australia’s Best Cars award for Best All-Terrain 4WD Award, marking an incredible eight consecutive years the Land Rover Discovery has won the award.

According to Land Rover’s Global Brand Director, John Edwards, "Discovery 4 continues to win awards for unrivalled versatility and breadth of capability, accommodating up to seven passengers comfortably, whatever the terrain.

"For 2013, the breadth of choice got better, with equipment upgrades and the new Black Design Packs to enhance the key design attributes that our customers identify with today.

"As the ultimate all-purpose vehicle, the Discovery 4 is now more compelling than ever before."

Read the full feature in the March issue of NewFarmMachinery Magazine, out Monday March 24. Subscribe to the magazine to have it delivered.

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