For the second consecutive year, Land Rover North America was a major partner for the annual Palm Springs Modernism Week design festival, celebrating mid-century modern design, architecture, art, fashion and culture, from February 12-22, 2015. Land Rover featured the new Discovery Sport Launch Edition at an exclusive VIP reception on Sunday, February 15, at a spectacular mid-century modern designed private home, Siva House.
The Land Rover Discovery Sport Launch Edition is among the first 250 units in production and features a number of distinctive design elements. The Yulong White Metallic exterior will pair with Ebony Grained Leather interior and will not be available again until model year 2016. The Launch Edition is also equipped with bright finish tread plates, aluminum paddle shifters, brushed stainless steel sport pedals and, with a wink to the automaker's British heritage, monochrome Union Jack valve caps. The Discovery Sport Launch Edition has a MSRP of $48,975*.
"Automotive design is a balance between product and industrial design, and of course it has to be commercially viable. It's about making an emotional connection with the customer and design fuels this connection," said McGovern, Design Director and Chief Creative Officer, Land Rover. "One of the reasons I love Modernism Week so much is because it celebrates a fascinating period in design. When you think of what was created through that period, it is truly far reaching. The beauty for me is that the designs that were created then look as relevant and modern now and in fact in some respects they're even more relevant," continued McGovern.
Land Rover's Sunday evening reception at Siva House was the final stop on a day of impressive home tours, during which media and guests were treated to mid-century furnishings and unique architecture. Several of the homes featured Land Rover models on display. Additionally, Land Rover activated at Modernism Week's central hub, CAMP. On display at CAMP was the 2015 Discovery Sport, 2015 Range Rover, Range Rover Sport and Range Rover Evoque as well as a pair of 15-ft Union Jack patterned Barbour Wellington boots, which are a British humorous twist, capturing the essence of what the Land Rover Discovery Sport represents in terms of all-terrain capability and all-weather resilience. The Land Rover-sponsored area also featured video content on the brand's partnership with Italian artist Nino Mustica, who collaborated with McGovern to create "Unstoppable Spirit," a dramatic sculpture inspired by the new Discovery Sport.
McGovern is the creative mastermind behind some of the most distinctive and desirable vehicles in Land Rover's history, including the Discovery Sport Launch Edition. With mid-century modern architecture and design as one of his prominent influences, McGovern and his team have created a new generation of Land Rover vehicles. McGovern is continually redefining the brand, while leveraging its distinctive heritage and adventurous spirit, to make its vehicles relevant and desired for years to come. This approach is reflected in the family of iconic Land Rover vehicles that bear McGovern's design: the new Discovery Sport, the recently re-designed Range Rover and Range Rover Sport, and the Range Rover Evoque.
Land Rover's new Discovery Sport is one of the world's most versatile and capable premium compact SUVs. The first member of the new Discovery family, Discovery Sport, features optional 5+2 seating in a footprint no larger than existing 5-seat premium SUVs. The progressive new design approach of the Discovery Sport defines the new Discovery family with optimized volume, proportions and stance. Its design leadership combines with engineering integrity to result in a dynamic profile, the ultimate use of interior space and 5+2 seating configurability.
To learn more about the Discovery Sport Launch Edition, visit Landrover.us/DiscoverySportLaunchEdition
* All prices shown are Manufacturer's Suggested Retail Price. Excludes $925 destination/handling charge, tax, title, license, and retailer fees, all due at signing, and optional equipment. Retailer price, terms and vehicle availability may vary. See your local authorized Land Rover Retailer for details.