Driving the future

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Names

In every part of the world except North America, the 2005 Land Rover LR3 is called the Discovery 3. Intuitively named for global distribution, this third-generation Discovery should be welcomed in markets worldwide. Given that, the shift away from the established and renowned Discovery label seems odd. Perhaps it is a marketing strategy; perhaps Land Rover is following the trend of abridged model naming using letters and numbers. Or, maybe it is an effort to try to modernize the Discovery, and distance it from previous generations. Whatever the marketing strategy, the new Land Rover LR3 reflects current brand design DNA, introduced with the recently redesigned Range Rover.

North American consumers should have no problem recognizing the LR3 as a Landie. Styling cues shared with the pricier Range Rover include the flat slab sides, functional vents in the front fender, and distinct headlamps that feature a small circle budding from the larger round lamp. And even with the resemblance to the Range Rover, the 2005 Land Rover LR3 still embraces its Discovery heritage. The most notable feature is the stepped roofline – the glass between the C- and D-pillars extends beyond the horizon of the other side panes and wraps into the roof. Three panels of glass – one sunroof and two moonroofs – improve relations between cabin members and the blue above.

Up to seven passengers fit inside the LR3, thanks to three rows of seating and interior styling that is functional and elegantly arranged. This is a significant improvement, because traditionally Land Rover and ergonomics were mutually exclusive concepts. The LR3 shows a welcome new stage of interior design and planning. Options include DVD-based navigation and a rear-seat entertainment system.