PARIS -- To Joe Eberhardt, the Land Rover Discovery looks like a strong conquest vehicle -- and he has several targets in mind for the new seven-seat SUV.
"I think it will allow us to conquest from other luxury SUVs that didn't consider us so far because of a preference for more dynamic, youthful styling," Eberhardt, CEO of Jaguar Land Rover North America, said in an interview at the Paris auto show. "I think Volvo, Audi, BMW are probably all good conquest targets from a luxury SUV perspective. And then I think we can even reach some nonluxury owners who may want to consider their first luxury SUVs."
He said the Discovery also will likely draw some sales from Range Rover owners, and that the brand wants to retain owners of the discontinued LR4. Although aimed at families, the Discovery is "extremely off-road capable," Eberhardt said.
The new Discovery has more cabin space than its closest rivals, the Volvo XC90 and Audi Q7, Land Rover said. The Discovery will go on sale in mid-2017 in the U.S. with a starting price of $50,985, including shipping.
Diana T. Kurylko contributed to this report.